Viewers don't trust candidates who use generative AI in political ads, study finds

Artificial intelligence is expected to have an impact on the upcoming US election in November. States have been trying to protect against misinformation by passing laws that require political advertisements to disclose when they have used generative AI. Twenty states now have rules on the books, and according to new research, voters have a negative reaction to seeing those disclaimers. That seems like a pretty fair response: If a politician uses generative AI to mislead voters, then voters don't appreciate that. The study was conducted by New York University’s Center on Technology Policy and first reported by The Washington Post.

The investigation had a thousand participants watch political ads from fictional candidates. Some of the ads were accompanied by a disclaimer that AI was used in the creation of the spot, while others had no disclaimer. The presence of a disclaimer was linked to viewers rating the promoted candidate as less trustworthy and less appealing. Respondents also said they would be more likely to flag or report the ads on social media when they contained disclaimers. In attack ads, participants were more likely to express negative opinions about the candidate who sponsored the spot rather than the candidate being attacked. The researchers also found that the presence of an AI disclaimer led to worse or unchanged opinions regardless of the fictional candidate's political party.

The researchers tested two different disclaimers inspired by two different state requirements for AI disclosure in political ads. The text tied to Michigan's law reads: "This video has been manipulated by technical means and depicts speech or conduct that did not occur." The other disclaimer is based on Florida's law, and says: "This video was created in whole or in part with the use of generative artificial intelligence." Although the approach of Michigan's requirements is more common among state laws, study participants said they preferred seeing the broader disclaimer for any type of AI use.

While these disclaimers can play a part in transparency about the presence of AI in an ad, they aren't a perfect failsafe. As many as 37 percent of the respondents said they didn't recall seeing any language about AI after viewing the ads.