The use of deepfake technology by Indian politicians to reach voters has been a significant development in the country's election campaigns and for the first time, it’s happening on a large scale.
Companies like The Indian Deepfaker has been creating AI-generated avatars and deepfake videos for political campaigns, enabling personalized messaging on a large scale. These deepfakes have been used to present politicians positively, and even deceased leaders have been digitally resurrected to garner support.
Headquartered in Ajmer, Rajasthan, the Indian Deepfaker company has created personalized messaging and holographic avatars for political campaigns. The company counts Netflix as one of its clients.
The 2021-founded company is reportedly handling handling more than a dozen election-related projects, including creating holographic avatars of politicians, using audio cloning and video deepfakes to enable personalised messaging in groups, and deploying a conversational AI agent that identifies itself as AI, but speaks in the voice of a political candidate during calls with voters.
Just like any of the sector or industries saw exponential use of technology, the Indian politics is no less than an industry, metaphorically. In 2014, India’s current prime minister, Narendra Modi used 3D hologram technology to broadcast prerecorded speeches at multiple campaign rallies around India. Years later now, PM Modi's AI-generated avatar speaks to voters by name in WhatsApp videos as the use of AI technology in Indian politics has ballooned
However, the Election Commission of India has advised political parties to refrain from using deepfakes and other forms of misinformation during elections, highlighting the potential risks associated with such practices. The impact of deepfakes on voter decisions and the democratic process is still being assessed, with experts expressing concerns about the spread of misinformation and its influence on the electorate.
The Election Commission of India has issued guidelines directing political parties to take down deepfakes within three hours during the Model Code of Conduct (MCC) period in general elections. These guidelines emphasize responsible and ethical.
It's important to note that while deepfakes can be a powerful tool for political communication, they also raise ethical questions and the need for responsible use to ensure the integrity of democratic processes.
Besides, there have been several case studies highlighting the impact of deepfakes on past and the ongoing elections. The ongoing India's 2024 General Elections has seen many deepfake misuse cases that extensively used AI-generated deepfakes of politicians, including deceased ones, to reach voters. Concerns were raised about misinformation and its potential to influence voters and fuel protests.
During Telangana State Elections, a deepfake video was circulated on social media showing a political leader endorsing the opposition party. The video was released on election day, leaving no time for the opposition to control the damage.
In Slovakia, during last elections, a number of AI-generated audio recordings impersonated a liberal candidate discussing plans to raise alcohol prices and rig the election. These deepfakes circulated on social media platforms, creating confusion and eroding voter trust just before the polls.
These cases demonstrate the disruptive potential of deepfakes in the electoral process, highlighting the need for vigilance and regulatory measures to safeguard democratic integrity.
Center for Countering Digital Hate, a nonprofit organization has successfully created examples of harmful Al-generated election disinformation content to warn about the technology's potential to undermine democracy. It raises questions about the usefulness of such technology against the potential harm it may cause.
With elections this year in over 50 countries involving half the globe’s population, there are fears deepfakes could seriously undermine their integrity.
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