Indonesia’s upcoming presidential election is about to make history as it showcases the transformative power of generative AI in large-scale political campaigns. Fika Juliana Putri, a 19-year-old shopkeeper in East Jakarta, plans to cast her vote for a once-feared former special forces commander. What attracts her to him? He’s “cute and cuddly,” thanks to his AI-generated cartoon avatar.
Prabowo Subianto, Indonesia’s defense minister, has rebranded himself using generative AI tools. Instead of his fiery nationalist image from previous failed presidential bids, he now presents himself as “gemoy,” which means cute and cuddly in Indonesian slang. This change in his campaign strategy, fueled by AI, has resonated with the country’s Gen Z voters, who make up half of Indonesia’s 205 million voters.
Experts believe that the Indonesian elections on February 14 will be a testament to how generative AI can revolutionize political campaigning. Prabowo and other candidates have embraced AI tools provided by companies like Midjourney and OpenAI. These tools allow them to create campaign art, track social media sentiment, build interactive chatbots, and target voters effectively.
The potential of AI in political campaigns has caught the attention of industry insiders. Katie Harbath, the former top election policy official at Meta (formerly Facebook), noted that the use of these technologies in Indonesia is groundbreaking. However, its overall electoral impact is yet to be fully understood.
The adoption of AI in the Indonesian election has pushed the boundaries of guidelines set by providers like Midjourney and OpenAI. While the Indonesian government has yet to enforce binding rules, the responsible use of AI in politics is a global concern. With upcoming elections in countries like the United States and India, OpenAI’s ability to regulate AI tools will be tested.
Despite concerns, supporters argue that generative AI levels the playing field for legislative candidates with smaller budgets. It enables candidates to access custom campaigning tools usually reserved for major contenders, increasing their reach and impact. Razi Thalib, who runs the digital team for presidential contender Anies Baswedan, believes that the results of the Indonesian election will lead to increased AI adoption in politics worldwide.
Generative AI has given Prabowo a significant advantage in the polls, particularly among young voters who were not alive during his controversial military dismissal in the late 1990s. His campaign app allows supporters to insert themselves into AI-generated scenes alongside the politician, driving engagement on social media.
Several AI companies, including Midjourney, Leonardo AI, Microsoft Bing, and Pika Labs, have been employed by political campaigns in Indonesia. These tools enable creators to generate AI-generated art and tailor campaign content to specific demographics. Use of AI-powered chatbots by campaigns, such as the Prabowo and Anies camps, provides real-time interaction with voters.
While AI’s impact on Indonesian elections is yet to be fully understood, the responsible use of these technologies is crucial. OpenAI has implemented rules to prevent AI interference in political campaigns, and they are committed to transparency and accuracy. The continued collaboration between AI companies, political campaigns, and regulators will shape the future of AI in politics.
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