Abstract
Artificial Intelligence (AI) platforms’ algorithms could generate information and strategies for electoral campaigns. One of the leading AI platforms in Indonesia, pemilu.ai, can produce AI-driven campaigns, priority programs, and priority districts based on legislative candidate preferences. This research aims to understand the impact of AI-driven campaigns on the evolving democratic process, particularly during the 2024 Indonesian election. We utilised case study analysis by combining archival data with semi-structured interviews with an AI platform’s CEO and founders, governments, and AI experts. The results indicate a transformation of election campaign strategies driven by AI technology. While AI potentially promotes democracy by suggesting campaign management effectiveness, lowering campaign budgets, and providing a better understanding of constituent issues, the risk of AI to democracy should be considered, including the risk of inequality in decision-making, particularly for minority issues. The use of AI in election campaigns to determine a candidate's program and strategy may drive the shift from democracy to algocracy, a system where algorithms take a central role in the decision-making process. This article extends democracy literature with regard to the roles of AI technology.