With campaigns for the Delhi Assembly elections heating up, the Election Commission on Thursday advised political parties to uphold transparency and accountability in their use of Artificial Intelligence (AI)-generated content, highlighting concerns over the increasing role of artificial intelligence in campaigns and its impact on voter opinion.

The poll body asked political parties and candidates to appropriately disclose and label AI-generated synthetic content.

This move comes amid the increasing use of AI technologies in political campaigning, raising concerns about their potential impact on voter perception and the authenticity of campaign messages.

The advisory introduces labelling and disclosure norms requiring parties to clearly label any images, videos, audio or other materials generated or significantly altered by AI technologies with a notation

such as “AI-Generated”/ “Digitally Enhanced”/”Synthetic Content”.

It also requires political parties to include disclaimers during dissemination of campaign advertisements or promotional content, wherever synthetic content is utilised.

The use of AI has surged in the Delhi elections, with political parties leveraging it to create high-impact campaigns. However, this has also led to the emergence of deepfake videos and misleading content. Recently, the Aam Aadmi Party released an AI-generated video featuring PM Modi and Home Minister Amit Shah, critiquing central government policies. While the video went viral, it sparked debates over ethical boundaries in election campaigning.

Similarly, the BJP has been deploying AI-driven strategies to craft targeted advertisements and posters attacking AAP’s governance. While these tactics are effective, they also risk spreading misinformation

and polarising voters.Social media platforms like Twitter, Facebook, and Instagram have become hotbeds of election activity, with AI tools playing a central role. Viral hashtags, memes, and targeted ads are shaping voter opinions like never before. The BJP’s #KejriwalFailsDelhi and AAP’s #AAPKaManifesto have dominated the digital space, engaging millions of users.

Chief Election Commissioner Rajiv Kumar had recently cautioned against the potential of AI and deep fakes in compounding the malaise of misinformation. He had expressed concern that deep fakes and misinformation have the potential to erode trust in electoral processes.

During last year’s Lok Sabha elections, the Commission had issued guidelines for responsible and ethical use of social media platforms.

“In recent years, advances in artificial intelligence have enabled the creation of highly convincing synthetic content, including images, video and audio. “With the increasing use of AI technologies in political campaigning, it is essential to maintain transparency and accountability, as the AI-generated content, including images, videos and audio, has the potential to influence voter opinion and trust,” the EC told heads of recognised national and state parties.

The BJP and AAP digital campaigns ahead of February 5 Delhi polls have been using AI-generated content to target each other.  “Clearly label any image, video, audio or other materials generated or significantly altered by AI technologies with a notation such as

“AI-Generated” / “Digitally Enhanced”/”Synthetic Content”, the advisory read.  It also asked parties to include disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilised.