The New Advanced Society

11Big Data, Artificial Intelligence and Machine Learning: A Paradigm Shift in Election Campaigns

Md. Safiullah* and Neha Parveen

Chanakya National Law University, Patna, Bihar, India

Abstract

The paradigm of the election campaign has shifted around the world. Artificial Intelligence and Machine-Learning are now dominant over traditional ways of the election campaign. Artificial intelligence and machine learning analyzed the big data to understand voters’ unique psychographic and behavioral profiles. They persuaded voters to vote for a particular politician/Political party and create a bias against political opponents during the election. Deepfakes, Automated social media bots are among the famous developments in technology that are now highly used to manipulate and alter voters’ opinions during the election campaign. The present study examines the use of Artificial Intelligence and Machine-Learning during the election campaign. The present study is divided into three sections. The first section highlighted the status of internet penetration and social media’s influence on the Indian Lok Sabha election. The second section emphasizes the use of Deepfake and automated social media bots during the election campaign. The last section explores the future of Artificial Intelligence and Machine-Learning in the election campaign.

Keywords: Artificial Intelligence, machine learning, Deepfake, bots, big data, election campaign

11.1 Introduction

Technologies are developed to make human ...