Just two years ago, AI use in political ads was nearly unheard of, according to Travis Ridout, co-director of the Wesleyan Media Project and a professor at Washington State University. Now, it is a nine-figure budget line. “It is a large number, definitely, especially when you consider we went from about zero in spending on AI ads in the last election cycle,” Ridout said.
The use of AI ranges from replacing stock footage to generating a candidate’s likeness. In the Texas Senate race, an ad from Republican Ken Paxton’s campaign depicted Democrat James Talarico writing in a Bible with a crayon and delivering a fabricated monologue. Talarico condemned the ad as misleading and noted he has tried to ban AI deepfakes through legislation. “They are lying about a candidate in this race,” he said.
Ridout warned that the consequences extend beyond individual races. Candidates may spend more time combating misinformation than sharing their platforms. Voters who recognize content as AI may still be influenced, or they may become skeptical of all credibility. “For voters, there’s a temptation to say, ‘I don’t know what to believe anymore, and so I’m not going to believe anything,’” he said.
Ridout attributed Republicans’ heavier use of AI ads to the party’s more favorable view of the technology, noting that Republican leaders like President Donald Trump have voiced support for AI infrastructure. However, attitudes may be shifting: a Gallup poll found 70 percent of Americans oppose data center construction in their local area, including 63 percent of Republicans.
AI ads can also lower barriers to entry. Ridout argued they eliminate the need to film on location, making it easier for cash-strapped candidates to produce campaign videos. In one example, Pennsylvania Republican candidate for governor Stacy Garrity aired an AI-generated ad criticizing Democratic Governor Josh Shapiro’s support for data centers, while disclosing that the ad itself was made with AI. “Everyone’s still trying to figure this out right now,” Ridout said.