The impact of AI on Canada’s electoral process remains to be seen, but its ability to transform political campaigning is undeniable. Pictured: Prime Minister Justin Trudeau and Minister Dominic LeBlanc. Photo Credit: Dominic LeBlanc/X.
As the 2024 US Presidential election looms with artificial intelligence (AI) playing a pivotal role in swaying voters in key battleground states, Canada is cautiously watching and preparing for the potential impact of AI on its own upcoming federal election. While Canadian campaigns are still in the early stages of leveraging AI, the technology’s ability to hyper-personalize voter outreach could revolutionize political strategies and voter engagement in Canada.
AI’s integration into political campaigning is not a novel concept. In the 2016 US election, the Trump campaign’s use of Cambridge Analytica to microtarget voters with illicitly obtained Facebook data highlighted the potential of AI-driven strategies. By the 2020 election, the Biden campaign leveraged AI through sophisticated data analysis and targeted messaging, significantly contributing to the Democrats’ victory.
In Canada, however, the adoption of AI tools in political campaigns is just beginning. Generative AI and hyper-personalization represent the forefront of AI-driven political marketing. These technologies allow campaigns to create highly personalized messages using real-time data, adjusting content to align with voters’ current interests and behaviors. This capability surpasses traditional microtargeting, which relies on historical data and often misses shifts in voter sentiment.
In practice, hyper-personalization involves analyzing vast amounts of data to deliver tailored messages through text, images, and videos. For instance, if a voter is reading about healthcare reforms, AI can instantly present an ad highlighting a party’s stance on this issue. This real-time responsiveness can significantly enhance voter engagement and sway undecided voters.
While AI’s potential in political campaigning is undeniable, Canadian authorities and campaigners are approaching its adoption with caution. The Canadian Radio-television and Telecommunications Commission has indicated that existing regulations should suffice to manage AI’s use, but the rapid evolution of AI technology calls for vigilant oversight.
Dominic LeBlanc, Canada’s Minister for Democratic Institutions, emphasized the need to ensure AI does not undermine public confidence in the electoral process. Efforts are underway to analyze whether provisions in the Canada Elections Act need updating to address AI’s implications, particularly concerning deepfakes and disinformation.
The challenge that AI presents is the potential for misuse through deepfakes and disinformation. The 2023 Toronto mayoral race witnessed a deepfake video of candidate Brad Bradford, underscoring the growing sophistication of such technologies. The Canadian Security Establishment has warned that AI-generated fake content could undermine voter confidence in democracy, making it imperative for campaigns to be prepared to counteract false information.
Despite these concerns, AI also offers opportunities for enhancing democratic engagement. AI chatbots, for instance, can provide personalized interactions with voters, answering questions and discussing policy positions based on individual interests. This ongoing engagement can build stronger voter relationships, increasing satisfaction and loyalty.
AI can also track voter sentiment in real-time, allowing campaigns to adapt strategies dynamically. By swiftly addressing voter concerns and highlighting relevant issues, campaigns can foster deeper connections with their electorate, ultimately strengthening democratic participation.
The impact of AI on Canada’s electoral process remains to be seen, but its ability to transform political campaigning is undeniable. As Canadian authorities and political parties continue to explore AI’s capabilities, the next federal election could mark a significant turning point in how technology shapes democracy in the digital age.
Daniel Perry is a Senior Consultant with Hill & Knowlton, Canada’s leading public relations and public affairs firm. He is an experienced campaigner and has provided political advice at all levels of government. Daniel has received a number of awards during his career including being voted Ottawa’s top consultant by his peers.
