Vijay's TVK Party Employing AI for a Redesign of Tamil Nadu's 2026 Election Tactics
In the rapidly evolving world of politics, artificial intelligence (AI) is reshaping communication and campaigning strategies in India. The Election Commission of India (ECI) has mandated clear labeling of AI-generated content in political campaigns to maintain transparency and avoid misleading voters.
Recently, the Tamil Nadu-based political party, Tamilaga Vetri Kazhagam (TVK), made headlines for using AI to create a controversial video digitally recreating the likeness of the late DMK founder, C.N. Annadurai. The video sparked backlash as it was viewed as an attempt to hijack the DMK's identity and emotional bond with voters.
AI is not just limited to creating deepfakes or digital impersonations. It also aids in micro-targeting voters based on caste, age, and local issues, along with real-time booth-level sentiment analysis and predictive analytics for turnout. This technology enables political parties to deliver personalised, multilingual messaging, real-time counter-narratives, and coordinated messaging across various platforms.
Political parties across India have collectively spent an estimated $50 million on AI-generated content in recent election cycles. Apart from TVK, other parties in Tamil Nadu have also used AI in their campaigns, such as the DMK's digital recreation of M. Karunanidhi and the AI-generated clip of reformer Periyar.
The DMK strongly condemned the Annadurai video, calling it unethical and misleading. Analysts argue that using the likeness of rival icons crosses ethical boundaries and risks manipulating voters emotionally, especially younger audiences on social media.
India does not have a dedicated AI law for elections, with only the Information Technology Act 2000 and existing election laws applying. The ECI has set rules for AI content in elections, including requiring parties to label synthetic content as "AI-generated," remove flagged deepfakes within three hours, and avoid using AI to spread misinformation.
If AI content is not labeled and is deemed misleading, it could fall under identity theft or personation, both punishable offenses under Indian law. TVK, in an effort to bolster its campaign, has brought on veteran strategist Prashant Kishor and appointed K.G. Arunraj as General Secretary for Propaganda and Policy Development.
Tamil Nadu has introduced a Safe and Ethical AI Policy emphasizing transparency, accountability, and bias-free AI use in governance and public life. TVK's ground campaign utilizes campaign vehicles equipped with LED displays, PA systems, Wi-Fi, and mobile connectivity to engage voters digitally during physical events.
The 2026 elections in Tamil Nadu may become a case study in AI-driven campaigning, showcasing both the potential for deeper voter engagement and the dangers of manipulation and blurred realities. As AI continues to permeate politics, the focus remains on maintaining ethical practices and ensuring transparency in the use of this powerful technology.
Read also:
- Mural at blast site in CDMX commemorates Alicia Matías, sacrificing life for granddaughter's safety
- Comcast Introduces Sports-Oriented Video Bundle in Preparation for the World Cup Tournament
- Is Maruti's reign over the SUV market being challenged by Mahindra's aggressive move to snatch the top spot?
- Social Security Administration Abandons Plan for Electronic Payments: Important Information for Recipients of Benefits
