Voters are already asking artificial intelligence chatbots about candidates, but campaigns don’t yet know what those large language models might say about them or how to shape those answers — one of many AI-fueled campaign challenges a new Democratic-aligned tech group is hoping to solve.
Tech for Campaigns, a political nonprofit focused on helping Democrats adopt better data and digital marketing techniques, is launching a new initiative called The Lab, aiming to conduct experiments on how Democrats can use AI to win. The group says it is prepared to spend millions partnering with Democratic outside groups in key states and battleground races, with the hopes of helping the party make progress in an area they say it has so far neglected.
“Democrats have shown … they're not willing to try new things. They wait too long and often are at a disadvantage,” said Jessica Alter, board chair at Tech for Campaigns. “With how fast AI is moving, that disadvantage will compound and be very dangerous.”
Campaigns across the political spectrum are grappling with how to take advantage of the rapidly evolving technology. Major Republican groups have embraced AI-generated content for ads more than their Democratic counterparts in the past year, although some Democratic campaigns have used AI imagery. AI-generated ads tend to be less expensive for campaigns, but strategists are still figuring out how voters feel about them — Rep. Jasmine Crockett’s Senate campaign came under fire this week amid online accusations that her latest ad featured an AI-generated crowd image, although her campaign said it “was created through hundreds of hours of real craft and collaboration between creatives and union labor” without commenting on whether AI was also used.
And ads are just one piece of the AI campaign blitz. Groups have rolled out AI initiatives on everything from writing fundraising emails to searching for opposition research.
Tech for Campaigns wants to go beyond those uses. Its plan is to partner with outside groups in key races to fund experiments on different uses of AI. Modeled after a Silicon Valley-style startup accelerator, the group plans to pair campaign groups with tech executives and commercial experts from companies including Netflix and Y Combinator..
Each experiment is expected to take between two weeks and two months and cost between $50,000 and $150,000. Tech for Campaigns is inviting organizations to apply, and is hoping to conduct around 20 experiments this year. The results will be shared among Democrats widely, with the goal of more campaigns replicating tactics that work and avoiding those that don’t.
Among the challenges the group hopes to tackle: Shaping how candidates show up in output from large language models such as ChatGPT, a practice known as answer engine optimization. Outside researchers have found that AI chatbots can be effective at political persuasion, with voters shifting their opinions on candidates or issues after a short conversation.
Alter said campaigns need to ensure they are well-represented in chatbot results about them, lest the chatbot basing their response more on an opponent’s research and messaging. While major companies are prioritizing shaping chatbots’ response, she said, campaigns so far have been more hesitant to work on it.
The group also hopes to study whether AI tools can help with personalized communication and how Democrats can make better use of platforms, such as Reddit, where the party has generally had less of a presence.
Alter said Republicans have shown an advantage in recent years when it comes to adopting new technologies, from year-round digital advertising to podcasts. The new initiative aims to make sure that GOP advantage does not extend to AI too.
“It’s the most powerful technological advancement of our time,” Alter said. “So I don’t think they're gonna eschew it.”
A version of this article first appeared in POLITICO Pro’s Morning Score. Want to receive the newsletter every weekday? Subscribe to POLITICO Pro. You’ll also receive daily policy news and other intelligence you need to act on the day’s biggest stories.
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