In East Jakarta, Fika Juliana Putri, a 19-year-old shopkeeper, is gearing up to cast her vote in Indonesia’s upcoming presidential election. Her choice? A former special forces commander, whom she describes as “cuddly.” This sentiment is echoed by many, fueled in part by a unique campaign strategy leveraging generative AI technology.
Across billboards and social media platforms in Indonesia, a cartoon rendition of Gen. Prabowo Subianto, produced using generative AI, has become a ubiquitous sight. The charming, chubby-cheeked avatar of Prabowo has struck a chord with younger voters, who make up a significant portion of the electorate.
As Indonesia braces for its general elections on Feb. 14, the widespread adoption of generative AI in political campaigning has drawn attention from experts. Prabowo’s campaign, in particular, has capitalized on this technology to rebrand the candidate, deviating from his previous fiery nationalist image to a more “gemoy” (Indonesian slang for cute and cuddly) persona.
The integration of AI tools, including generative AI, chatbots, and sentiment analysis, has reshaped the landscape of political campaigning in Indonesia. Despite guidelines barring the use of such technology for political purposes, candidates have leveraged AI to craft campaign strategies, target voters, and generate personalized content.
Experts note the pivotal role played by AI technology in shaping the electoral landscape, with OpenAI emerging as a prominent provider of AI tools. However, concerns regarding the potential misuse of AI in elections persist, prompting calls for regulatory oversight.
In the midst of this technological evolution, political consultant Yose Rizal highlights the role of platforms like Pemilu.AI in facilitating hyper-local campaign strategies. While some argue that AI may replace traditional coaching methods, others emphasize its potential to augment human expertise rather than supplant it entirely.
Looking ahead, the Indonesian elections serve as a litmus test for AI’s role in political campaigns globally. As AI continues to permeate various aspects of society, its influence on electoral processes is likely to grow, prompting a reevaluation of regulatory frameworks and ethical considerations.
Despite the controversy surrounding AI’s use in politics, its impact on voter engagement and campaign effectiveness cannot be ignored. As Indonesia navigates the intersection of technology and democracy, the implications of AI-driven campaigning resonate far beyond its borders.