Alex Calder, We recently visited Brussels to attend POLITICO Live: AI & Elections – Is Democracy Ready?
The session brought together policymakers, industry experts and thought leaders to discuss key questions about the role of artificial intelligence in democratic processes.
A common topic in any AI conversation is ethical authenticity. For marketing teams, this concern is particularly acute: How can we safely use AI tools for content production when content attribution, copyright implications, and governance considerations are so complex?
The opportunity to hear these questions discussed at the level of EU policy making was invaluable. As professionals at the forefront of marketing technology, we know that legislation often struggles to keep pace with technological advancements. So, how are the legislators addressing this challenge?
Navigating the misinformation landscape
The session opened with a critical examination of the current landscape of misinformation and the responsiveness of digital platforms in mitigating its spread.
Baybars Örsek from the fact-checking organisation Logically highlighted the increasing sophistication of misinformation tactics. While platforms have mechanisms to remove harmful content, he emphasised that the effectiveness and speed of these actions are often insufficient.
The Digital Services Act and accountability
The Digital Services Act (DSA) was discussed as a pivotal regulatory framework aimed at increasing the accountability of online platforms. However, concerns were raised about a persistent ‘accountability vacuum’, where the rapid growth of tech companies hasn’t necessarily translated into social justice or equitable practices. The speakers underscored that the core issue isn’t just technological but fundamentally about power imbalances between tech giants and governments.
A central question was whether the European Union could effectively ‘walk the walk’and position itself as a global regulator through initiatives like the Artificial Intelligence Act.
This act could set international standards, but its success depends on the EU’s ability to enforce regulations and collaborate with other nations.
The surge of disinformation ahead of EU elections
Krisztina Stump from the European Commission presented alarming statistics indicating that disinformation increased by 200% in the lead-up to the EU elections in June. This surge underscores the urgent need for coordinated action.
Close Collaboration and Media Literacy
Enhanced cooperation between AI platforms, governments and fact-checking organisations is essential.
Maria Donde from the Coimisiún na Meán (Irish Media Commission) stressed the importance of elevating media literacy among the public to empower citizens to critically assess the information they consume. By improving media literacy, we can build resilience against misinformation at the individual level.
Elsa Pilichowski from the OECD discussed their work on developing a watermarking system for AI-generated content. This initiative reflects an agreement among 38 governments to standardise the handling of disinformation, making it easier to identify and manage AI-generated content across borders.
Regulation in Its Infancy
Asha Allen from CDT Europe pointed out that regulatory efforts on AI are still in their very early stages - effectively ‘year zero’.
Discussing AI tools designed for detecting AI-generated content, Asha cautioned that AI models often lack the necessary nuance and context to perform effectively. This limitation highlights the need for continued development and oversight in AI detection tech, and reinforces the primacy of human-assisted expertise in making AI effective in delivering business outcomes.
Democratic challenges posed by the AI elections
Asha’s discussion highlighted a bunch of ways AI can interfere with elections:
- Direct interference
Manipulation of information and influencing voter behaviour through AI-generated content. AI can create persuasive messages at scale, and swarm effects can amplify their perceived acceptance, which can be used to spread false narratives or sway public opinion. - Deepfakes
Deepfake tech poses a significant threat by creating convincing but false representations of individuals. This technology can fabricate political figures’ speeches or actions, potentially influencing voter perceptions. - Micro-targeting
This allows for tailored messaging on a granular scale. While effective for engagement, it raises ethical concerns about manipulation and transparency, as voters may be exposed to seemingly personalised messages without broader public scrutiny. The relative speed of political messaging and the hard stop of election deadlines versus the rate of change on social media does not (yet) fit.
Takeaways for brand leaders
We’re navigating a landscape where AI is transforming both what we do in the organisation and how our work reaches our audiences.
The insights from POLITICO Live hit close to home because they highlight the challenges we face at multiple levels. AI offers us incredible tools to amplify our efforts and reach audiences like never before. But if we aren’t careful, we risk diluting the creativity, authenticity and trust that defines our brands.
AI proliferation reboots the importance of trust and truth in brand. If you are using AI to connect, it still needs to find your audience in a way that feels real.
Your customers are smarter than any AI. They are quicker to spot and dismiss uninspired or impersonal content. Instead of letting technology steer the ship, we should use it to enhance our strategies while keeping our creative taste at the helm.
The differentiator in the age of AI is not our compute capacity. It’s our unique perspectives and meaningful connections: smarts over slop.
I saw three key learnings from across POLITICO’s sessions which we need to think about in regards to organisational transformation:
- AI is about quality - and the speed of quality
Use AI to do more and do it faster. But most importantly, to do it better. Don’t settle for producing poor-quality work because it is cheaper - it won’t scale with your audience if your audience is worth having. - Stay informed but move quickly
Keep up with emerging regulations like the Digital Services Act and the Artificial Intelligence Act. Detailed information on governance and compliance will set you apart, and allow you to move quickly inside the gaps that arise inside the jagged frontier of AI development. - Promote media literacy
Cultivate media literacy and AI capability within your team to create content that truly resonates with your audience. This sophistication allows you to filter out subpar AI-generated material, keeping your messaging authentic and effective.
As transformation leaders, you’re going to be presented with the choice to take the easy way out and automate the creativity, the strategy and the meaningful work that gets you out of bed. Don’t be tempted to hand over creativity and innovation to the machine - use it to make a real difference.