AI makes political ads cheaper, but impact remains unclear

More ads, made faster

Artificial intelligence is sharply reducing the time and expense required to make political advertising. Campaigns can now create attack ads, memes and targeted messages in minutes or hours instead of relying on days of work by writers, performers and production crews.

The shift could allow campaigns and outside groups to release far more content. AdImpact had identified 29 ads in federal and gubernatorial contests that disclosed AI use. The Wesleyan Media Project counted at least 164 AI-influenced ads, including ads that did not carry an AI disclosure, Fox News reported.

Lower costs widen access

Republican consultant Jesse Hunt said AI makes it less expensive to produce content in different styles. Democratic strategist Chris Moyer said the tools can give campaigns with smaller budgets access to production capabilities that previously required more resources.

Will Ritter, a Republican ad maker and co-founder of Poolhouse, said his agency went from using almost no AI during the previous election cycle to including an AI element in most of its current ads. He said campaigns still need skilled professionals who can use the technology to communicate a clear message rather than focus only on novel visuals.

Ciro Riccardi, an adviser to Republican Rep. Mike Lawler of New York, said the campaign uses legitimate tools that improve staff productivity.

Election effect is unsettled

The technology can increase the volume and variety of political messages, including deepfake content. It does not establish whether those messages persuade voters or help produce an election victory.

Disclosure is another issue to watch. The difference between the AdImpact and Wesleyan counts reflects their different methods: one count covered ads acknowledging AI use, while the other also included ads without that disclosure.