Public Relations in the Era of AI Manipulation to Electrify US Elections

As election season heats up and artificial intelligence (AI) continues to evolve at a rapid pace, the manipulation of media through technologies like deepfakes is emerging as a significant concern for the market and economy. A recent report from Moody’s highlights the growing risks associated with generative AI and deepfakes, warning that these technologies could jeopardize the integrity of elections and undermine institutional credibility in the U.S. and beyond. With AI-generated media becoming more sophisticated and accessible, the public relations (PR) industry is finding itself at the forefront of addressing the challenges posed by misinformation and digital manipulation.

Deepfakes—realistic digital fabrications created using AI—are not merely a futuristic concept; they are already being used as tools of propaganda, social unrest, and even terrorism. Moody’s report underscores that both state and non-state actors have weaponized deepfakes to spread false information and incite instability. This troubling trend was recently exemplified by Elon Musk’s controversial sharing of a digitally altered video featuring Vice President Kamala Harris. The video, originally from the Harris campaign, was manipulated to falsely attribute disparaging remarks about President Biden to Harris. Despite being labeled as a “parody” by its original poster, the altered video was widely disseminated after Musk reposted it without a disclaimer, resulting in over 2.38 lakh reposts and 9.24 lakh likes.

The social media landscape is struggling to keep pace with the rise of manipulated media. Platforms like Meta and Google have established policies to label or disclose such content, while X, formerly Twitter, introduced guidelines in April 2023 requiring the labeling or removal of misleading media. Despite these efforts, incidents like the Harris video highlight gaps in enforcement and the need for more robust measures. Musk’s suggestion to use X’s “Community Notes” feature for misinformation alerts was not applied to his post, demonstrating the ongoing challenges in managing digital trust and integrity.

Another disturbing development occurred in January 2024 when a robocall impersonating President Joe Biden was sent to voters in New Hampshire, falsely advising them to abstain from the state’s presidential primary election. The AI-generated voice convincingly mimicked Biden’s, underscoring the growing concern that generative AI will make it increasingly easy and cost-effective to spread misinformation. As deepfakes continue to advance, they will likely exacerbate the flood of misleading information, complicating efforts to discern fact from fiction.

In this precarious environment, where a single post on platforms like TikTok can make or break reputations, the advent of AI introduces new layers of complexity to managing public image. The PR industry finds itself navigating a turbulent sea of misinformation, where even the most meticulous and ethical efforts can be undermined by malicious actors leveraging AI technology.

Why PR’s Role is Crucial in Mitigating Deepfake, Misinformation Challenges

Public relations agencies play a critical role in addressing the challenges posed by deepfakes and misinformation. Their expertise in managing brand reputation and crafting strategic communication plans becomes even more essential in the age of AI manipulation. PR professionals are tasked with not only combating false narratives but also proactively shaping and protecting the public image of individuals and organizations.

One of the primary ways PR agencies can combat the impact of deepfakes is through vigilance and rapid response. By closely monitoring media channels and social media platforms, PR teams can identify and address emerging threats before they escalate. This involves tracking potential misinformation, engaging with fact-checkers, and issuing timely and accurate responses to counteract false claims.

Moreover, PR agencies can work with technology providers and platform operators to enhance the detection and mitigation of manipulated media. Collaboration with social media platforms to enforce labeling and removal policies is essential. PR professionals can advocate for more robust measures to combat deep fake and misinformation issues, pushing for technological solutions that can identify and flag altered content more effectively.

Education and awareness are also vital components of the PR strategy. By informing the public and clients about the risks associated with deepfakes and misinformation, PR agencies can foster a more informed and discerning audience. This includes educating stakeholders on recognizing manipulated media and encouraging critical thinking about the sources of information they consume.

In the Indian context, the rise of deepfake videos during elections has shown how these technologies can be used to influence public opinion and expand campaign reach. Some politicians have leveraged deepfakes to appeal to diverse demographics, demonstrating both the potential benefits and dangers of AI-generated media in political campaigns. As the PR industry continues to adapt to these challenges, it must balance the need for innovation with the imperative to maintain integrity and transparency.

Path Forward

The integration of AI and deepfakes into the media landscape represents both a challenge and an opportunity for the PR industry. While these technologies pose significant risks to reputation management and public trust, they also offer a chance for PR professionals to demonstrate their expertise in navigating a complex digital environment. By adopting proactive strategies, advocating for technological advancements, and educating the public, PR agencies can play a pivotal role in safeguarding truth and transparency in the age of AI manipulation.

As we move forward, the PR industry’s commitment to excellence and integrity will be crucial in ensuring that the benefits of technological advancements do not come at the expense of truth and credibility. In a world increasingly shaped by AI, the role of public relations in maintaining a fair and informed media landscape has never been more important.