TIRUCHY: With major political parties in Tamil Nadu embracing artificial intelligence, electioneering is fast evolving into a high-stakes digital contest. From AI-generated campaign videos to virtual recreations of iconic leaders, political parties are deploying new tools to shape voter perception, even as concerns over misinformation grow. Across parties, digital outreach has expanded sharply, with dedicated tech teams and content units producing rapid-response campaign material tailored for social media.
In Tiruchy, the AIADMK has a team of over 70 members, many of them youngsters experimenting with AI tools. However, the party is taking a cautious approach. “We are largely sticking to conventional formats as AI-generated content can sometimes drift away from reality. However, if there is direction from the central leadership, we do adopt it,” said M Kasiraman, AIADMK IT wing secretary, Tiruchy South.
He added that the party is focusing on videos highlighting unfulfilled promises of rivals. “We are also producing content based on current incidents, such as the recent death of a child allegedly due to lack of adequate services at a PHC in rural Tiruchy,” he noted.
In case of the Congress, the party is attempting to carve out a distinct narrative through its AI-driven election mascot ‘Rakayi’. It has also set up its first election war room in Tiruchy to handle local campaign strategy and counter online narratives.
L Rex, president of Congress Tiruchy urban unit, said the party would avoid cinematic-style content. “We are not going to create film-like videos with morphed faces of leaders. Instead, we plan to present conversations between common people or use ‘Rakayi’ to explain issues with facts,” he said.
He further said AI would help the party respond swiftly to the opposition’s criticism. “Our war room will act as a shield against misinformation,” he said, noting that Tiruchy is the second city after Chennai to have such a facility.
The DMK, meanwhile, is relying on centrally-produced AI content. Muthamizh Karunanidhi, Tiruchy South IT wing coordinator, said that videos featuring leaders such as CM MK Stalin, M Karunanidhi and CN Annadurai are being circulated to highlight the party’s legacy. He said the district unit has over 200 members and a team of video editors capable of producing AI-driven content at short notice. “We plan to roll out such content at district level soon. We are not engaging in attacks, unless provoked,” he said.
TVK sources said many cadres are independently creating AI-based campaign material. While content released via official channels is vetted by the central IT wing, several supporter-generated videos continue to circulate informally.
However, the use of AI has also raised concerns over fake and misleading content from unverified sources. Vimal Jerald, assistant professor of computer science at St Joseph’s College, said detecting AI-generated videos remains complex and resource-intensive. “Many such videos are highly sophisticated, though subtle flaws exist.Younger audiences may identify them, but older users often find it difficult,” he said.
Calling for regulatory clarity, he added, “The ECI should issue a clear standard operating procedure on the ethical use of AI-generated content.”