AI's Disruptive Role in Indian Elections

Artificial intelligence is fundamentally changing political campaigning in India. It was evident during the 2024 Lok Sabha elections involving nearly a billion voters. Tools enabling personalized outreach and multilingual communication boosted engagement, but deepfakes and misinformation highlighted serious risks to democratic integrity [1][2]. There is not a single day today when we do not get to read about the dangers of AI.

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The risks of artificial intelligence | Bill Gates https://www.gatesnotes.com/meet-bill/tech-thinking/reader/the-risks-of-ai-are-real-but-manageable

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But in this section I will examine the role of AI how it is revolutionizing the political campaigns in India. AI tools allowed hyper-personalized voter outreach through data analytics and tailored messaging across platforms like WhatsApp and social media. Parties analyzed voter preferences on issues like economy, religion, and policies to craft targeted propaganda, bridging linguistic barriers in a nation with 22 official languages [3][1]. This shift marked a departure from traditional rallies, emphasizing digital precision for maximum impact [2].

BJP's Advanced AI Deployment

BJP led in AI adoption. Being in Govt,. ensure the optimum use of resources ensuring superior reach. Bhashini provided real-time translation of Prime Minister Narendra Modi's Hindi speeches into regional languages including Tamil, Kannada, Telugu, Malayalam, Bengali, Odia, and Punjabi, targeting southern states where linguistic divides hindered outreach [4][2]. The NaMo app featured NaMo AI, a multilingual chatbot delivering instant details on government schemes, Modi's achievements, and policies while gathering voter feedback and donations [2].

BJP extended AI to personalized WhatsApp videos with voice-cloning and lip-sync technology, addressing volunteers by name for intimate engagement. Data analytics enabled micro-targeting of demographics, optimizing campaigns in real-time [1][3]. These strategies helped expand influence in diverse regions, turning tech into a key electoral weapon [4].

Congress's Creative AI Counterstrategies

Congress responded with provocative AI content to appeal to youth and urban voters via viral social media. They produced parodies superimposing Modi's face on singer Jusht's "Chor" video, portraying him as corrupt, and deepfakes of Bollywood stars Ranveer Singh and Aamir Khan criticizing Modi while endorsing Congress [1]. Altered videos mocked Modi's business-friendly policies, using analytics to focus on youth and marginalized groups [3].

Hyper-personalized AI avatars and chatbots simulated direct interactions with candidates, fostering individual connections. While accusing BJP of deepfake misuse, Congress employed similar tactics, highlighting bipartisan AI experimentation [1][5].

Emergence of Rogue AI Elements

Unregulated AI led to "rogue" applications, flooding WhatsApp and Facebook with deepfakes that eroded trust. BJP's IT cell circulated AI videos of jailed AAP leader Arvind Kejriwal satirically playing guitar, while a fake Rahul Gandhi swearing-in video misled viewers pre-election [1][5]. Meta approved 14 AI ads promoting Hindu supremacist violence against Muslims and opposition figures, exploiting cheap tools for synthetic media on sensitive topics [1].

These efforts evaded initial oversight despite Election Commission warnings, amplifying divisions through religion and economy-focused misinformation [6]. The low barrier to entry—free or inexpensive software—made widespread manipulation feasible [7].

Lessons from Cambridge Analytica Precedent

The 2018 Cambridge Analytica scandal provided early warnings on data-driven election interference in India. The firm, infamous for harvesting 87 million Facebook profiles globally via quizzes for psychographic targeting in Trump's 2016 campaign and Brexit, entered India through SCL India Pvt Ltd post-2009 elections [8].

SCL conducted voter analysis using facial coding in Gautam Buddh Nagar, favoring BJP, and pitched for Bihar polls. By 2011, they targeted Congress with "free" voter databases for constituencies like Amethi and Rae Bareli as gifts to Rahul Gandhi, but suspicions of anti-Congress intent halted it [8]. In 2017, ahead of 2019 polls, CA proposed a Rs 2.5-7.5 crore plan for Facebook/Twitter data mining and voter influence via psychometrics; meetings with Rahul Gandhi occurred, but no contract materialized [8][9].

Whistleblower Christopher Wylie testified to UK Parliament naming Congress as a client with extensive projects. BJP demanded probes, accusing data theft for Rahul's campaigns; Congress denied usage, countering with BJP's alleged Oxford Analytica ties [8]. No evidence confirmed Congress data misuse, but it sparked data privacy debates, influencing later AI concerns [8].

Comprehensive Voter Targeting Arsenal

Parties deployed diverse AI tools, each serving outreach while posing risks. Analytics gauged sentiments on fears and preferences, tailoring content but risking bias amplification [3]. It is the gravest Threats to Electoral Fairness.  AI endangers elections primarily through misinformation and perception manipulation. Deepfakes depict false candidate actions, as in 2024's viral fakes, undermining trust akin to global cases [1][6]. Micro-targeting exploits personal data for biased propaganda, echoing Cambridge Analytica, while resource gaps favor larger parties [2][8]. Biased training data disadvantages smaller entities, and rapid tech evolution challenges regulators [7].

India's Evolving Regulatory Response

India relies on advisories over comprehensive laws, prioritizing transparency. The Election Commission of India's October 2025 advisory for Bihar polls mandated labeling AI-generated or altered content as "AI-Generated," "Digitally Enhanced," or "Synthetic Content," covering 10% of visuals, first 10% of audio, or video tops [10][11][12].

Parties must remove deepfakes from handles within three hours and retain records of creators and timestamps for verification [13][14]. January 2025 guidelines built on 2024 rules, requiring prominent labels; MeitY's March 2024 directives urged platform approvals for unreliable AI, later eased [15].

Broader IT Intermediary Guidelines 2021 enforce diligence; draft rules suggest watermarking sans penalties. 2026 India AI Governance Guidelines stress ethics amid growth [17][15]. No dedicated election AI law exists, but Private Member’s Bill 2025 proposes audits and penalties [17].

Broader Democratic Implications

AI enhanced participation in India's vast electorate but rogue uses deepened divides without robust checks. BJP's tech edge contrasted Congress's creativity, signaling universal adoption [2][1]. Future polls require watermarking, fact-checking, and ethics to avert "deepfake democracy," balancing innovation with integrity [6][7].

Citations:

[1] Deep Fakes, Deeper Impacts: AI's Role in the 2024 Indian General Election and Beyond https://gnet-research.org/2024/09/11/deep-fakes-deeper-impacts-ais-role-in-the-2024-indian-general-election-and-beyond/

[2] AI's Impact On 2024 Lok Sabha Polls-Are We Prepared? https://www.ndtv.com/opinion/ais-impact-on-2024-lok-sabha-polls-are-we-prepared-5200770

[3] How digital tools reshaped India's 2024 general elections https://www.business-standard.com/elections/lok-sabha-election/2024-indian-elections-digital-campaigns-social-media-ai-124123100308_1.html

[4] AI tool to power BJP's south push, Namo app to translate PM Modi's ... https://www.telegraphindia.com/elections/lok-sabha-election-2024/ai-tool-bhashini-to-power-bjps-south-push-namo-app-to-translate-pm-modis-speeches-in-real-time/cid/2010167

[5] Indian Voters Inundated with Deepfakes During the ... - Blackbird.AI https://blackbird.ai/blog/india-election-deepfakes/

[6] Deepfake democracy: Behind the AI trickery shaping India's 2024 election https://www.aljazeera.com/news/2024/2/20/deepfake-democracy-behind-the-ai-trickery-shaping-indias-2024-elections

[7] Deepfakes: How India is tackling misinformation during elections https://www.weforum.org/stories/2024/08/deepfakes-india-tackling-ai-generated-misinformation-elections/

[8] Cambridge Analytica Pitched Election Strategy To Congress ... https://www.ndtv.com/india-news/cambridge-analytica-pitched-election-strategy-to-congress-boss-met-rahul-gandhi-say-sources-1838229

[9] Cambridge Analytica Pitched Congress Plan, Boss Met Rahul Gandhi: Sources https://www.youtube.com/watch?v=22uKXqebcXk

[10] ECI issues new advisory on AI and deepfake use in ... https://www.adgully.com/post/8250/eci-issues-new-advisory-on-ai-and-deepfake-use-in-election-campaigns

[11] EC Issues Fresh Guidelines on AI and Synthetic Content ... https://www.newsonair.gov.in/ec-issues-fresh-guidelines-on-ai-and-synthetic-content-use-in-bihar-poll-campaigns/

[12] Poll Body Directs Parties To Declare AI-Generated ... https://www.ndtv.com/india-news/poll-body-directs-parties-to-declare-ai-generated-synthetic-content-9511870

[13] ECI cracks down on Deepfakes, mandates labeling of AI ... https://www.storyboard18.com/advertising/eci-cracks-down-on-deepfakes-mandates-labeling-of-ai-generated-election-campaign-83130.htm

[14] ECI tells parties to follow MCC; warns against AI deepfakes in Bihar polls https://www.hindustantimes.com/india-news/eci-tells-parties-to-follow-mcc-warns-against-ai-deepfakes-in-bihar-polls-101759991524008.html

[15] Election commission of India embraces AI ethics in campaigning https://indiaai.gov.in/article/election-commission-of-india-embraces-ai-ethics-in-campaigning-advisory-on-labelling-ai-generated-content

[16] On AI Deepfakes In Bihar Elections, A Poll Body Warning To Political ... https://www.ndtv.com/india-news/on-ai-deepfakes-in-bihar-elections-election-commissions-warning-to-political-parties-9423061

[17] AI Laws and Regulations in India as of 2026 https://www.prashantmali.com/cyber-law-blog-india/ai-laws-and-regulations-in-india-as-of-2026

[18] Bhashini https://bhashini.gov.in