Bengaluru, India – In early March, an authentic AI-generated image portraying Indian Prime Minister Narendra Modi as Bhishma Pitamah from the ancient Hindu epic Mahabharata was promoted as a social advertisement on Instagram.
The image depicted a reimagined version of the revered warrior Bhishma, known for his valor against external threats, with distinctive features such as long, silver hair, a sun-shaped mark on his forehead, and adorned in body armor.
This particular Instagram post, crafted by the online platform Hokage Modi Sama, was initially shared in 2023 and later boosted as a social advertisement for a two-day campaign in March, accumulating over 35,000 impressions.
A recent analysis of political ads on social media in India by Al Jazeera, focusing on Meta Ad Bank records from the past three months, revealed that Hokage Modi Sama had promoted approximately 50 AI-generated images of Modi between late February and mid-March, establishing itself as a prominent vendor of such content on Instagram.
The Meta Ad Library serves as a public archive for political advertisements across various social media platforms, including Facebook and Instagram.
The consistent theme across the AI-generated images shared by Hokage Modi Sama was the glorification of Modi as a Hindu leader. These images, ranging from depictions of Modi as a divine figure in traditional attire to symbolic portrayals of him as the embodiment of Hindu ideals, garnered significant engagement in the form of likes and views. This narrative aligns with a shift towards a Hindu-majoritarian ideology in India, deviating from its historically secular foundations.
Amogh Dar Sharma, a lecturer at the University of Oxford specializing in political communications, highlighted the strategic portrayal of Modi in these images. By blending sage-like wisdom with warrior-like attributes, the images aim to cultivate an image of Modi as an invincible and revered leader deserving unwavering loyalty.
The surge in AI-generated Modi images, particularly those from Hokage Modi Sama, underscores the challenges in regulating AI-driven content on social media platforms. Concerns arise regarding the potential manipulation of images for propagandistic purposes, raising questions about transparency and accountability in digital advertising, especially in the lead-up to crucial events like the 2024 elections.
Meta’s recent policy update requiring public disclosure of AI-based political ads reflects a growing awareness of the implications of AI-generated content in shaping public opinion. However, the enforcement of these guidelines, particularly in the case of digitally altered content, remains a subject of debate.
The use of hashtags like #aiartwork and #midjourneyart to denote AI-generated content, as observed in Hokage Modi Sama’s posts, may not suffice as a transparent disclosure method, according to Meta. The platform emphasizes the importance of clearly labeling digitally created or altered content to ensure transparency for viewers.
As the discourse around AI-generated political content evolves, stakeholders like Prateek Waghre from the Internet Freedom Foundation stress the need for content creators to adhere to updated policies and provide explicit disclosures regarding the use of AI technology in their creations.
The emergence of AI-generated imagery in political campaigns, as seen in the case of Modi and other global leaders, signifies a shift towards leveraging technology to craft compelling narratives and engage audiences. While concerns about misinformation persist, experts like Sharma highlight the broader impact of AI in shaping political discourse and reinforcing ideological narratives.
In a global context, the use of AI-generated images in political communication varies, with instances reported in campaigns across regions like the West and the Global South. Disparities in moderation policies and enforcement mechanisms underscore the complex landscape of digital governance, particularly in regions like India gearing up for significant electoral events.
The evolving role of AI in political messaging necessitates a nuanced approach to regulation and transparency, balancing innovation with ethical considerations to safeguard the integrity of democratic processes and public discourse.
