Abstract
The convergence of generative artificial intelligence (AI) and political branding has revolutionized how political leaders and parties present themselves in democratic societies. With this rising human-tech partnership, the proliferation of AI-generated content, and the upcoming 2024 elections in economies like India, the United States, the European Union, and Russia, it is essential to understand how AI-generated content can potentially influence voters’ attitudes during the election season. While political parties are expanding beyond the digital content era, AI-generated content amplifies their reach to voters living in or outside the country. However, the role of AI-generated content in voter decision-making is still undefined, particularly for those living outside the country for employment or education. Therefore, this empirical study explores how AI-driven purposeful political content influences the attitude of voters residing in India and Indian expatriates living abroad. These expatriates are a subset of the Indian voting population, who have voting rights under section 20A of the Representation of the People Act, 1950 in India. Using a qualitative approach, the study conducts an in-depth exploration of participants’ narratives using qualitative interviews. It focuses on understanding how AI-generated content conveys political ideas, creates a brand image, and helps political parties gain a distinct political edge among the voters. The study’s findings confirm that AI-generated purposeful political content is a new frontier in political branding but is not entirely utilized by all political parties. However, progressive parties are using AI-generated content to increase the political participation of voters in India and Indian expatriates and create a pleasant political brand image worldwide.
Published Version
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