Uses and Risks of Artificial Intelligence in electoral campaigns 2023: Delphi survey of strategic experts in Colombia

Computational propaganda and bots have become tools within social networks for shaping opinions. However, the integration of artificial intelligence (AI) has added complexity to this landscape, allowing for natural language processing and the creation of automated strategies for political communication. While AI offers potential benefits, it also raises ethical concerns and the risk of spreading misinformation. Consequently, countries like Colombia are exploring the application of AI in political campaigns while simultaneously working on regulating its use within their democratic framework. In view of the 2023 upcoming elections, the debate surrounding the ethics and impact of AI in political communication gains significant relevance. Therefore, the aim of this study was to investigate the potential applications of artificial intelligence (AI) in Colombian political communication, its influence on polarization, and its role in disseminating disinformation. By employing the Delphi method with a panel of electoral strategy experts, the findings revealed a consensus among experts regarding AI's utility in creating content for social networks and segmenting political messages. However, there was disagreement regarding its suitability for generating government plans and its influence on the perception of the candidates' image. Additionally, experts concurred that algorithmic communication exacerbates polarization on social networks but held differing opinions on whether it enhances or diminishes electoral participation.