In Brazil, AI Amplifies Disinformation in First Round of Presidential Election

The first round of the Brazilian presidential election, held this Sunday, is marked by an unprecedented and massive use of artificial intelligence (AI) in the electoral campaign. This new technological dimension, which exceeds initial expectations, raises concerns about the spread of misinformation, an already crucial issue in this election. Digital avatars and AI-generated content are deployed to influence the electorate, thus illustrating the evolution of political communication methods in Brazil.

An electoral campaign marked by the rise of digital avatars

The use of artificial intelligence takes various forms in this presidential campaign. Among the most notable examples is the creation of digital avatars of former political leaders. Thus, an avatar of former president Jair Bolsonaro is used to support his son’s candidacy, illustrating a communication strategy that combines technology and political legacy. These virtual representations allow for maintaining a symbolic and media presence, even when the personalities concerned are not directly involved in the campaign.

Moreover, digital clones of a governor have been mobilized for more controversial campaign actions, notably to solicit funds from their voters. This practice raises ethical and legal questions, particularly regarding consent and the manipulation of citizens, and illustrates the new challenges posed by AI in the political field.

Low-cost AI-generated content for wide dissemination

Besides avatars, the Brazilian electoral campaign also sees the dissemination of campaign jingles entirely generated by artificial intelligence. These audio contents, produced at low cost – for a few reals – are widely broadcast to reach a large audience. This strategy reflects the democratization of AI tools, which now allow for quickly and cheaply creating personalized and attractive content.

This increased accessibility to AI technologies profoundly changes the dynamics of political communication. Candidates and their teams can multiply messages, adapt content to different audiences, and strengthen their visibility without mobilizing significant financial resources. However, this ease of use comes with an increased risk of spreading misleading or manipulative content.

AI, an amplifier of misinformation in a sensitive electoral context

Misinformation is already a major issue in the Brazilian presidential elections, a country where social networks play a central role in shaping public opinion. The massive integration of artificial intelligence into the campaign intensifies this phenomenon. Indeed, the automated creation of content, the multiplication of avatars, and the personalization of messages can contribute to spreading erroneous or manipulated information on a large scale.

This context raises significant challenges for electoral authorities and digital platforms, which must reconcile freedom of expression and the fight against misinformation. AI’s ability to produce realistic and convincing content complicates the detection and regulation of false information, making vigilance all the more necessary as the election approaches.

An evolution of electoral campaigns to be closely monitored

The use of artificial intelligence in the Brazilian presidential campaign illustrates a global trend: the increasing digitalization of electoral processes and the transformation of political communication strategies. While these technologies offer unprecedented opportunities to reach voters, they also pose major ethical and democratic challenges.

In Brazil, the first round of the presidential election thus constitutes a testing ground for these new practices, whose consequences remain to be measured. The vigilance of citizens, the media, and institutions will be essential to guarantee the transparency and integrity of the election.

Source: France 24