Candidates across the ballot increasingly use AI tools, including deepfake audio and video, to shape campaign messaging

Artificial intelligence is increasingly shaping how campaigns operate, with candidates and outside groups using AI to produce and amplify political content across channels, including social media posts and video and audio materials, according to a report from The Hill published Monday.

The Hill describes a campaign environment in which deepfake attack media can be generated and circulated quickly, raising concerns among election administrators, civil liberties advocates, and campaigns about whether voters can distinguish between authentic and AI-altered content and about what safeguards exist during critical phases of an election.

Beyond attack ads, the report says AI is also being used for self-promotion and other traditional campaign tasks, reflecting a broader shift toward technology that can shorten production timelines and reduce costs associated with content creation. Candidates who previously relied on staff and conventional media workflows can now produce multiple variations of content in shorter timeframes, the report says.

The Hill also reports that the degree to which campaigns embrace AI differs across races and among political actors, with the use of the technology becoming a new point of contention about how campaigns should communicate and what rules should govern realistic synthetic media.

Campaigns and political groups have not agreed on the appropriate role of deepfake content in the political process. The Hill describes debate over whether AI-generated videos or audio, particularly when used in attacks, should be treated differently from other types of paid media and how disclosure or other standards might apply during campaigns.

The implications extend beyond day-to-day messaging. With AI content able to travel widely and rapidly online, election-related misinformation disputes can intensify, particularly when synthetic media is close to Election Day or when it is tied to allegations about candidates’ behavior, statements, or record.

The Hill’s reporting points to the growing reality that AI is now part of the standard toolkit for some political campaigns, making authenticity and provenance a practical concern for voters, platforms, and election officials as campaign seasons proceed.

Whether additional guardrails are adopted is likely to depend on how federal, state, and platform authorities address issues such as disclosure, enforcement, and the balance between regulating deceptive content and protecting political speech, the report suggests as the debate continues.