Tiruchy: Election campaigning is fast evolving into a high-stakes digital contest as major political parties in Tamil Nadu embrace artificial intelligence. From AI-generated campaign videos to virtual recreations of iconic leaders, political parties are introducing new tools to shape voter perceptions as concerns over misinformation grow. Across stakeholders, digital activity is expanding rapidly, with dedicated technical teams and content departments creating responsive campaign materials tailored to social media.
In Tirsi, the AIADMK has a team of over 70 people, many of them young people experimenting with AI tools. However, the party is taking a cautious stance. “AI-generated content can deviate from reality, so we mainly stick to traditional formats. However, if there is any direction from the central leadership, we will adopt it,” said M. Kasiraman, AIADMK IT wing secretary, Tiruchy South.
He added that the party is focusing on videos highlighting the unfulfilled promises of its rivals. “We also produce content based on current incidents, such as the recent death of a child which was attributed to lack of adequate services at a PHC in Tirsi region,” he said.
In the case of the Congress, the party is trying to paint a clear narrative through its AI-driven election mascot, Rakayi. It also set up its first campaign office in Tirsi to handle local election strategy and counter online discourse.
Congress Tirsi urban unit president L. Rex said the party would avoid movie-like content. “We do not intend to create cinematic videos with distorted faces of leaders. Instead, we plan to use ‘lakai’ to present conversations among ordinary people and explain issues based on facts,” he said.
