Deepfakes in US Elections: PR Strategies for Combating AI Misinformation

By Caitlin Gibson

Viral AI Video Shocks 2024 US Election

​The use of AI technologies, especially deepfakes, is becoming both a major tool and concern for PR firms in the face of increased access to software and its implications on wider society and current political campaigns as we head into yet another crucial election season in the United States.
 
Deep fakes are disrupting the way that information is consumed. They involve AI-generated media that can modify audio and video to create extremely convincing, but fake material. Despite its augmented nature, this technology has wide-ranging and significant effects on real life public relations tactics, democracy, and the truth.

The Rise of Political Deepfakes

Deepfake technology has made impressive strides in recent years. What started as a niche AI application has rapidly evolved into a powerful tool capable of creating indistinguishable fabrications. From altering the words and actions of political figures to producing entirely fictitious scenarios, deepfakes are already being deployed to influence public opinion in unprecedented ways.
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While this technology can be used creatively in marketing and entertainment, it can be also extremely dangerous if employed maliciously in the political sphere. Deepfakes present a real possibility of being used as a weapon during an election campaign to discredit rivals, cause misunderstandings, or erode public confidence in the democratic process.
 
These hazards increase by the viral nature of social media, where false information has gone viral before anyone can refute it. Having an awareness of the psychological and viral nature of this ploy is imperative to understanding deepfake technology as a PR tactic and to protecting clients in an evolving landscape.

The AI Misinformation Era: Navigating The Truth

As we approach another pivotal election, this time in the United States, the integration of AI technologies, particularly deep fakes, is emerging as a significant concern for political campaigns, PR agencies, and the public alike.
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Deep fakes, which involve AI-generated media that can manipulate audio and video to create highly realistic but fake content, are revolutionising how information is both disseminated and consumed. However, the implications of this technology for democracy, truth, and public relations strategies are profound and complex.

Deepfake Impact: How AI-Generated Videos Are Reshaping Election Campaigns
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The 2024 U.S. election cycle is set to be the scene of some of the most sophisticated use of AI technologies to date. Deepfakes are steadily becoming a crucial factor in shaping voter perceptions in this campaign season with high status individuals such as former president Donald Trump and X and Tesla CEO Elon Musk both sharing deepfake electoral campaign content.
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However, deep fakes are not just limited by local political operators. This technology can and is used by hostile foreign parties to spread unrest, undermine confidence in democratic institutions, and sway election results. The US government is aware of these threats, there has been a rise in scrutiny and requests for regulations to stop the proliferation of deep fakes in light of this potentiality.

PR in the Age of Deepfakes: Strategies for Crisis Management
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Public Relations agencies play a crucial role in navigating the challenges posed by deep fakes. As guardians of our clients brands and integrity, we must keep a close eye on digital environments and be knowledgeable to the appearance of fraudulent information.

Investing in state-of-the-art detection technology that can spot deepfakes before they become popular is of course one way to do this, but PR firms also need to come up with proactive plans to offset the possible harm that deepfakes can do.
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This could entail setting up quick response teams to deal with incorrect information with a bank of preapproved statements from clients, conducting fact-checking campaigns, and developing effective communication strategies that can quickly dispel myths and provide clarification on such situations and possible crisis scenarios. In an age where believing is no longer based solely on appearances, open and sincere communication is imperative to our preserving public confidence in clients.

AI Ethics and Election Integrity: Navigating the Future

​Deepfake technology is always evolving, which means the tactics used to mitigate its possible negative effects need to evolve just as quickly.
 
In order to keep ahead of the curve, the PR industry is learning to leverage AI and other technologies, not only to identify deepfakes but also to foresee potential applications for them.
This also means that we need to consider the ethical ramifications of utilising AI in political campaigns.
 
In order to guarantee that AI is used responsibly, PR firms, political campaigns, and regulators must work together to develop best practices and rules.

Deepfakes and Democracy

In the current political environment, deepfakes pose a serious threat, especially when it comes to the current US election campaigns and social media discourse surrounding it.
 
As PR agencies we inevitably find ourselves at the forefront of the discourse that helps to preserve the integrity of the political process and guarantee that the truth and authenticity wins out in the digital age. By remaining informed, and promoting transparency with clients and media on AI generated content, we not only help to protect clients from the potentially disastrous impacts of deepfake technology but the greater population too, as we usher in a new era of AI driven tech.

If you'd like to find out how we can help you and your company navigate this new AI landscape, don't hesitate to get in touch by emailing [email protected]