Keywords
India
General Elections
Political Communication
Misinformation and Fake News
AI-Generated Content
How to Cite
Abstract
Artificial intelligence (AI) plays a significant role in contemporary elections. Advancements in the field of AI have initiated a new era in the production, dissemination, and retrieval of information across digital platforms. With the rise of digital technologies, AI has been widely discussed because of its generative capabilities. Studies indicate that AI has been increasingly integrated into political campaigns to manage electoral processes and engage with electorates. However, some studies have raised concerns regarding the use of AI-generated content to spread misinformation and fake news. This study examined the perspectives of media professionals and voters on AI-generated content during the 2024 Indian general elections. This study employs qualitative research methods, including 12 in-depth interviews and 14 focus group discussions, during the election period. The study uses a theoretical framework informed by the diffusion of innovation and source credibility theories to examine the diffusion of AI through electoral systems and its consequences on the democratic process. The findings revealed that AI was used to enhance campaign strategies by using personalized and interactive messaging during the elections. It was also used to generate fabricated content to mislead the voters. The study observed that AI was primarily used for voice cloning and the production of low-quality content. Media professionals view AI as a sophisticated campaign tool with dual purposes, whereas respondents focus on AI-generated content as a means of manipulation in elections. These findings have critical implications for electoral integrity in a democratic country like India.
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Copyright (c) 2026 Ritesh Gautam, Dr Huma Parveen, Mohd Anas (Author)