In Oklahoma, political campaigns have begun integrating AI-driven tools into their strategies during the primary season. These tools go beyond generating misleading visuals, offering insights into voter behavior and sentiment through real-time data analysis. As campaigns become more data-oriented, AI is playing an increasingly nuanced role in shaping candidate messaging and outreach efforts.
The governor's race has highlighted how AI-generated content is being used in Oklahoma politics. A pro-Gentner Drummond political action committee funded an ad featuring Mike Mazzei appearing to embrace Hillary Clinton in an AI-created still image. Drummond’s campaign has clearly denied any links to this ad. Another incident involved Charles McCall’s campaign, which faced accusations after voters received an AI-generated text message falsely claiming that his opponent, Jake Merrick, was not in the race. McCall's campaign has not taken responsibility for the misleading message.
Campaign Responses to Misinformation
Jake Merrick, the candidate who was incorrectly portrayed as not running, placed fourth in the primary, while McCall finished fifth. His campaign continues to deny any role in the misleading message. McCall’s campaign spokeswoman, Ashley Peterson, described the source of the AI-generated content as a mystery and emphasized that McCall neither participated in nor endorsed it.
Chris Wilson, a consultant from EyesOver Technologies, has been working with AI to track how voters respond to candidates almost in real time. By pulling from social media and other online data, his method offers ongoing insights into public sentiment. Unlike traditional polling, which captures snapshots every few weeks, Wilson’s approach allows for continuous monitoring of voter attitudes and trends. This helps campaigns understand how their messages are being received and adapt accordingly.
Wilson calls his method "AI-powered narrative intelligence." He believes it helps track momentum and changes in sentiment between standard polling intervals. His collaboration with Tree McGlown, founder of Sparkfire, a voter engagement platform that uses AI, has added depth to campaign strategies. Sparkfire’s AI is designed to engage voters through natural-sounding conversations, even on contentious issues.
AI's Role in Voter Engagement
McGlown stated that the AI system successfully improved a candidate’s standing with voters in about half of the cases where it was used. However, Oklahoma currently lacks any formal rules or regulations to oversee AI use in political campaigns. This absence of oversight means that while these technologies can be powerful tools for communication, they also pose significant risks when used irresponsibly or maliciously.
Woodrow Johnston, CEO of Revere Solutions and a political consultant, noted that campaigns turn to AI for cost efficiency. Even in well-funded races, budgets remain constrained, and AI can significantly lower the costs of video, image, and message production. But these benefits come with risks, as AI-generated content can spread rapidly and be difficult to distinguish from real content. This poses challenges for both candidates and voters trying to navigate a campaign landscape filled with digital manipulations.
Johnston compared AI to older tools like Photoshop, which have long been used to manipulate images. However, AI introduces a new level of risk by making it possible to create convincing videos and audio. Oklahoma does not have any laws in place to regulate AI in political campaigns. As lawmakers across the nation struggle to keep up with technological advances, the state remains without clear guidelines to manage these tools. This creates a gap in the regulatory framework that is difficult to close, especially as the technology evolves rapidly.
AI and Ethical Concerns
With the August 25 runoff approaching, the two remaining candidates for governor, Mike Mazzei and Gentner Drummond, are likely to face increasing challenges from AI-generated content. Political consultants in Oklahoma are increasingly using these tools, but the lack of oversight raises serious concerns about transparency and the integrity of the election process. As the use of AI in campaigns grows, the need for regulation becomes more urgent to protect both voters and the democratic process. Ensuring that AI is used ethically and responsibly in political campaigns will be a crucial step in safeguarding the trust that voters place in their elections.