Artificial intelligence (AI) is significantly reducing the cost of political advertising. Campaigns can now rapidly produce attack ads, memes, and targeted messages. This was once a costly and time-consuming process. The use of generative AI allows campaign operatives to accomplish in minutes or hours what previously took days and a team of professionals.

AI is transforming political advertising from being an expensive asset to a more affordable and disposable form of content. This offers candidates and outside groups the opportunity to increase the volume of messages directed at voters. While specific numbers are hard to pinpoint, the ad-tracking firm AdImpact identified 29 federal and gubernatorial campaign ads using AI content. The Wesleyan Media Project noted at least 164 AI-influenced ads this cycle, including those without AI disclosure.

However, the effectiveness of AI in achieving election victories remains uncertain. Republican consultant Jesse Hunt acknowledges that AI enables more content production in different styles, reducing costs and enhancing appeal. Democratic strategist Chris Moyer highlights that AI democratizes campaign tools, making them accessible with smaller budgets.

Will Ritter, co-founder of the creative advertising and political strategy agency Poolhouse, stated that AI has become integral to their ads. Ritter emphasized the importance of knowing how to use these tools effectively. The objective remains to communicate a message, not to simply showcase impressive technology.

Campaign veterans emphasize that failure to use AI for messaging and voter outreach could leave campaigns at a disadvantage. Ciro Riccardi, a top adviser for Republican Rep. Mike Lawler, stresses the importance of utilizing every legitimate tool to improve productivity. Lawler’s campaign invested in AI technology vendors, as reported in their Federal Election Commission disclosure.

While campaign spending on AI is expected to rise, Riccardi humorously noted that more would be spent on pizza for volunteers than on AI tools. The impact of AI-generated ads on election outcomes remains a topic of debate. Republican gubernatorial candidate Brian Shortsleeve tried AI-generated ads in his Massachusetts campaign, using an AI voice to criticize Governor Maura Healey. Despite raising questions about the legal limits of AI in elections, Shortsleeve lost by a landslide in the GOP primary.

In Los Angeles, mayoral candidate Spencer Pratt boosted his campaign visibility through AI-generated videos that portrayed him dramatically. These videos gained millions of views on social media and elevated his campaign status. Nevertheless, Pratt finished third in the city’s primary election.

The National Republican Senatorial Committee used AI to target Democratic nominee James Talarico, and an AI-generated image of GOP nominee Mike Rogers went viral. The ultimate impact of AI-generated content in campaigns for the Michigan and Texas Senate races remains to be seen in upcoming elections.

Campaign experts see both opportunities and challenges in using AI for political messages. Ritter acknowledges AI’s revolutionary impact on the industry. Campaigns leveraging these tools while maintaining restraint will likely succeed. However, he warned that merely gaining attention isn’t enough.

Strategist Chris Moyer expressed concern over growing skepticism among voters about the authenticity of ads. As AI becomes more prevalent, voters may question the reality of campaign messages. Jesse Hunt, a veteran campaigner, pointed out the importance of authenticity in political ads. He cautioned against prioritizing cost-effectiveness over persuasiveness and meaningful communication.

Paul Steinhauser, a Fox News correspondent, tracks national campaigns across the United States.