How can mandatory disclosure tags on AI-generated campaign videos impact the integrity of elections?

The rise of artificial intelligence (AI) in political campaigning has led to concerns about misinformation, deepfakes, and manipulation of voters. To address these issues, the Election Commission of India now mandates that AI-generated campaign videos carry a disclosure tag. This step aims to promote transparency and protect the integrity of elections.

• Prevents Misinformation: Disclosure tags help voters identify content that is AI-generated, making it easier to distinguish between authentic and synthetic media. This reduces the risk of voters being misled by manipulated videos.
• Enhances Transparency: Mandatory tags ensure that political parties and candidates are open about the use of AI in their campaigns. This fosters a culture of honesty and accountability in the electoral process.
• Builds Public Trust: When voters know that AI-generated content is clearly labeled, their trust in the election process increases. It reassures the public that the authorities are taking steps to prevent digital deception.
• Reduces Unfair Advantages: Without disclosure, parties could use AI tools to unfairly influence voter opinions through realistic fake videos. Tags level the playing field by making such tactics visible and subject to public scrutiny.
• Empowers Voters: Voters can make more informed choices when they are aware of the nature of the campaign material they are consuming. This supports a more rational and fair decision-making process.
• Discourages Malicious Use: Knowing that AI-generated content must be tagged, parties and individuals may be less likely to use AI for negative campaigning, personal attacks, or spreading false information.