Artificial Intelligence in Electoral Campaigns: From Soft Influence to Behavioral Steering

Abstract

This research aims to examine the role of artificial intelligence (AI) in contemporary electoral campaigns, focusing on the shift from soft influence to more advanced forms of behavioral guidance. The study explores the conceptual framework of AI and its political applications, while highlighting key mechanisms such as big data analytics, micro-targeting, voter behavior prediction, and monitoring of rival campaigns. A case study of Cambridge Analytica during the 2016 U.S. presidential elections is presented, illustrating the dangers of exploiting personal data to manipulate voter choices.

The research also discusses the political and ethical implications of AI, including threats to transparency, violations of privacy, and the erosion of trust between citizens and political systems. In its final section, the study proposes a future vision emphasizing the need for clear legal frameworks, independent oversight bodies, and enhanced digital literacy, in order to balance the benefits of AI with the protection of democratic values.

The study concludes that AI has become a central actor in modern electoral campaigns, yet it remains a double-edged sword: capable of fostering democratic innovation on one hand, while risking democratic erosion if left unregulated.