Election Commission of India (Ani)
Chennai: In a first-of-its-kind initiative, the Election Commission of India (ECI) will deploy artificial intelligence (AI) to enhance voter awareness campaigns ahead of the upcoming assembly elections in four states, including Tamil Nadu and the Union Territory of Puducherry. The move comes as emerging technologies such as softfakes, deepfakes and cheapfakes are increasingly being misused for election campaigns around the world, prompting authorities to instead introduce responsible AI tools into public education.
As part of this effort, the pollster invited media agencies, creative professionals, and individuals to develop AI-generated awareness videos focused on key election themes. These include the functionality of electronic voting machines (EVMs), the Voter Verifiable Paper Audit Trail (VVPAT), ethical voting practices, and the importance of participating in elections without fear or inducement. The campaign will be implemented under ECI’s flagship voter assistance platform, the Systematic Voter Education and Electoral Participation (SVEEP) Program. Traditionally, SVEEP content has included short films, jingles, songs, and informational ads produced by media houses.
However, this is the first time that the ECI has formally encouraged the use of AI technology in the creation of voter education materials. According to an official notification, all AI-based videos must follow a conversational and easy-to-understand format. Scripts submitted by agencies or individuals are reviewed and approved by the elections department before production begins. The authorities have also issued strict guidelines to ensure content is completely apolitical, neutral and unbiased.
Videos can be made in Tamil or English. Tamil productions must have English subtitles to ensure wider accessibility. Officials said each approved video project will be given financial support of Rs 50,000 crore. In addition to AI-driven content, the agency also plans to release voter awareness videos featuring celebrities to enhance its outreach efforts.
The final production must be compatible for screening on multiple platforms, including movie theaters, TV channels, and social media. Election officials believe that incorporating AI into voter education could make the message more appealing, especially to young people and first-time voters, and could be the start of an Indian-style nonpartisan “Get to the Vote” campaign.
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