May 20, 2025, 11:21 a.m.
Artificial intelligence is changing the way campaigns are run—and not necessarily for the better.
A study from 3D Strategic Research and Normington Petts commissioned by the American Association of Political Consultants found 59% of political consultants use AI weekly—with 34% using it daily and 23% using it multiple times per day. The study, which surveyed 200 current and former political consultants and conducted in-depth interviews with 15 consultants and first shared with Hotline, found that a majority think AI played a role in the 2024 election and will continue to play a role in the future.
A plurality of consultants, 32%, said AI is most helpful for drafting proposals, presentations, and other internal client materials. Only 15% said it was most useful for generating content like advertisements, videos, and graphics, with even fewer saying it would be helpful in creating and managing digital and social media content.
Looking toward the future, a plurality of consultants said AI will have the greatest impact in synthesizing research, news, and transcripts.
But the industry is mixed on whether AI’s impact on campaigns is positive.
Forty-seven percent of respondents said AI had a neutral or mixed impact on the 2024 election, compared to 24% saying it was positive and 18% saying it was negative. There was consensus as to whether AI’s impact on future elections would be positive or negative, 33%-28%, respectively.
AAPC condemned the use of deepfakes in campaign material as early as June 2023, calling the practice a violation of its ethics code.
The public feels just as mixed as some of these consultants are. Fewer than expected campaigns used AI-generated robocalls or public campaign materials in 2024, and when campaigns did use them, they were often ridiculed.
Rep. Josh Gottheimer (D-NJ 05) faced backlash last month after releasing an AI-generated ad depicting him in a boxing match against President Trump. While the ad seemingly did not violate any regulations on AI in campaigns, it caused many to raise an eyebrow as it was difficult to tell which images were real and which were altered without clear disclaimers.
Trump has received backlash for a host of AI-generated posts, from an image of himself as the pope to a video of him and Israeli Prime Minister Benjamin Netanyahu and bearded belly dancers to an image of superstar Taylor Swift endorsing him for president (Swift later endorsed former Vice President Kamala Harris).
Twenty-three states have passed election-related deepfake laws, and an additional 50 measures are being considered this cycle. The consultant class might be slowly embracing AI, but its potential impact is far from fully understood.
— Erika Filter
efilter@nationaljournal.com
