Between Progress and Peril: The Role of Artificial Intelligence (AI) in Shaping Modern Political Communication

Radoslav Baltezarević; Vladimir Lović; Ivana Baltezarević

doi:10.23947/2334-8496-2025-13-3-823-835

Authors

Radoslav Baltezarević Institute of International Politics and Economics, Belgrade, Serbia https://orcid.org/0000-0001-7162-3510
Vladimir Lović International center for economics and public policy - ICEPP, Belgrade, Serbia https://orcid.org/0009-0004-5110-8369
Ivana Baltezarević Institute for Political Studies, Belgrade, Serbia https://orcid.org/0000-0003-4605-1420

DOI:

https://doi.org/10.23947/2334-8496-2025-13-3-823-835

Keywords:

Artificial intelligence (AI), Political Communication, Generative AI, Deepfakes, Disinformation, Large Language Models (LLMs)

Abstract

Since artificial intelligence (AI) has been integrated into our digital communication landscape, there have been major changes in how political campaigns are strategically designed and how public opinion is influenced. With the help of machine learning (ML), generative models (GM) and natural language processing (NLP), AI tools have introduced new opportunities for political engagement. Today, thanks to AI-driven data analytics, we can micro-target voters based on their psychographic profiles and adapt political messages with incredible precision. On the other hand, generative AI technologies are increasingly used to spread false information or to imitate political endorsements, which has a great impact on public opinion. The dissemination of such content can greatly reinforce ideological prejudices and contribute to social divisions. This paper draws on recent empirical research and case studies to illustrate how AI-generated disinformation campaigns can affect electoral processes and undermine trust in democratic institutions. Various examples, such as the use of bots to control social media to deepfake content impersonating political figures, show that ethical, technological and legal safeguards are urgently needed. Furthermore, this paper supports an approach to AI governance that strikes a balance between promoting innovation and reducing harm. This implies the development of tools for AI detection, transparency measures and cooperation between sectors in order to promote responsibility and integrity of information. Greater digital literacy among citizens and proactive policy responses will be necessary in the near future to ensure the resilience of democratic systems due to the increasingly rapid development of AI technology.

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