The Liberal Party of Australia has ventured into new territory by launching the nation’s first political advertisement created entirely using artificial intelligence, debuting in Canberra.
This bold move marks a significant shift as the nation prepares for an impending federal election in 2024.
While the ad is set to air only in Canberra, its potential implications could be felt nationwide.
Created by Topham Guerin, the agency known for Scott Morrison’s successful 2019 campaign, the ad utilizes AI to produce a deepfake of the Australian Capital Territory (ACT) Chief Minister, Andrew Barr.
The AI-generated ad focuses on voter dissatisfaction, with a voiceover that states,
“Every time it is time to vote Bob votes for the same party... After 20 years of broken promises – we’re not happy Andrew.”
This use of AI in political advertising represents a new and potentially controversial tool in Australian politics.
Topham Guerin’s decision to use AI-generated deepfake video of a political figure brings a new level of technological innovation to campaign strategies.
The ad’s depiction of Andrew Barr, created entirely by artificial intelligence, is not just a technical achievement but a strategic move aimed at influencing voters in the ACT.
A deepfake representation of Andrew Barr, the Chief Minister of the Australian Capital Territory (ACT).
AI-generated deepfake technology, while already present in other countries, such as South Korea, remains a contentious issue in Australia.
In South Korea, the use of deepfakes to influence elections can result in severe penalties, including up to seven years in prison.
However, Australia’s legal framework has yet to catch up with this growing trend.
Political parties are pushing the boundaries, testing AI’s potential to shape public opinion and voter decisions, as demonstrated in this Canberra-focused campaign.
The growing presence of AI in political campaigns has ignited concerns about its potential risks.
The federal government is currently considering reforms to electoral advertising laws, but with the 2024 election fast approaching, there is a fear that regulation may come too late.
Independent Senator David Pocock voiced his concern, stating,
"My concern is that the government and the parliament is asleep at the wheel."
Some politicians, including Pocock, are pushing for immediate action, fearing that AI’s unregulated use could pose a threat to democratic processes.
As AI continues to blur the lines between reality and manipulation, the question remains whether Australia’s political system is equipped to handle this evolving technology.
The Liberal National Party of Queensland faced backlash after sharing a low-quality deepfake video of Premier Steven Miles dancing.
Although the video might have been perceived as harmless by some, Miles raised the alarm about its broader implications.
He warned that the growing use of AI in politics could mark “a pretty dangerous turning point.”
Miles’ concerns highlight the unease surrounding AI’s influence in political campaigns.
While the Queensland example involved a low-level use of deepfake technology, the Canberra ad signifies a more sophisticated and potentially powerful application of AI, sparking debate about the ethical implications and its impact on future elections.
Singapore has also made its foray into using AI for promotional content, but it faced significant criticism for its efforts.
The Ministry of Finance (MOF) recently came under fire for using AI tools to create an image promoting their enhanced Assurance Package, a scheme designed to reduce financial strain on families.
The AI-generated visual, shared on Instagram, was criticised for its unnatural features, such as a woman’s hand with an extra finger and distorted streetlamps, which led many to describe the image as "creepy" and "horrendous."
The ad sparked a broader debate on the use of AI in government messaging, with some netizens comparing it to scam visuals commonly seen on social media.
The use of AI and deepfake technology in national promotional materials presents a complex dilemma.
While these tools offer a unique opportunity to engage audiences and craft compelling narratives, they also pose significant risks to authenticity and trust.
The potential for misinformation and manipulation cannot be overlooked.
As nations grapple with the implications of these technologies, a critical question emerges: does the allure of enhanced creativity justify the potential erosion of public confidence?
Balancing innovation with ethical responsibility will be essential to navigate this precarious landscape.
With the federal election drawing near, the race to regulate AI in political advertising is becoming increasingly urgent.
Politicians like David Pocock are calling for immediate action, warning of the risks posed by the unregulated use of AI-generated content.
However, the government has yet to finalise any changes to electoral advertising laws, leaving a significant gap in addressing this emerging issue.
As AI-generated content becomes more prevalent, the pressure mounts on Australia’s lawmakers to enact regulations that protect the integrity of the election process.
Whether the government can act swiftly enough remains to be seen, but the current use of deepfakes in political ads has already set a precedent that may shape the future of Australian elections.
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