How AI shaped the 2024 election: From ad strategy to voter sentiment analysis

Generative AI hasn’t had an outsized impact on 2024 presidential campaigns, but it still played a pivotal role in many aspects of political campaigns.

With Election Day finally here, it’s worth looking at some of the ways ad-tech firms, political startups and political agencies have used large language models and machine learning. While AI has posed new dangers for election misinformation — something companies and governments have been all sought to detect and prevent — LLMs and ML were put to use helping political campaigns with content creation, audience analysis, voter targeting, and ad-buying. 

Predictive models have been used for years, but 2024 is the first U.S. election in which generative AI has gained traction. Smaller campaigns have been using startups like Battleground AI, which helps progressive candidates in down-ballot races use AI to create and scale text-based ads for search, social, YouTube, and programmatic ads. Other new features help streamline ad creation and approval with editable ad mockups and an approval link feature for collaborations. A new content template store also offers designs from political advertising agencies like Adapt Digital, Studio Mosaic and Uplift Campaigns.

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