AI in the context of political communication: Opportunities and challenges

• Ana Jikia

  Author

In the contemporary political environment, strategic political communication has become a decisive factor in shaping public perception, influencing voter behavior, and determining the success of political campaigns. The rapid advancement of digital technologies and the emergence of artificial intelligence (AI) have fundamentally transformed the logic, structure, and mechanisms of political communication. What was once a process centered on persuasive messaging and traditional media channels has now evolved into a data-driven, algorithmically managed, and highly personalized communication system. Artificial intelligence allows political actors to analyze massive datasets, identify behavioral patterns, and predict audience responses with unprecedented accuracy. Tools such as sentiment analysis, machine learning algorithms, and microtargeting techniques enable political organizations to tailor their messages to specific demographic or psychographic groups, maximizing the persuasive impact of their campaigns. Through automated content generation, chatbots, and social media algorithms, AI also facilitates continuous interaction with the electorate, reshaping the relationship between citizens and political institutions. However, the integration of AI into political communication also introduces significant challenges. Concerns over privacy violations, data manipulation, disinformation, and algorithmic bias threaten democratic transparency and trust in political institutions. The line between strategic persuasion and manipulation becomes increasingly blurred, raising important ethical and regulatory questions about the responsible use of AI in the political domain. Therefore, AI-driven strategic political communication represents both an opportunity and a risk: it enhances the effectiveness and precision of political messaging while simultaneously demanding new frameworks for accountability, media ethics, and information security. Understanding this duality is essential for evaluating the role of technology in shaping the future of democratic governance.

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