The USE OF AI IN ELECTION CAMPAIGN STRATEGIES

Ethical challenges and implications for public trust

Abstract

Artificial Intelligence (AI) is transforming election campaigns globally and in Kenya through chatbots, predictive modeling, and data-driven targeting. While these tools improve efficiency and voter engagement, they also raise ethical concerns, including misinformation, deepfakes, privacy violations, and algorithmic bias, which may undermine public trust in electoral processes. This study examines AI’s role in Kenyan election campaigns, identifies ethical challenges, and evaluates their implications for democratic integrity. A mixed-methods approach was employed, combining surveys with 40 youths, key informant interviews, and content analysis of digital campaign materials. Findings reveal that although AI enhances strategic communication and voter outreach, it also facilitates the spread of disinformation and threatens electoral credibility. The study concludes that regulatory oversight, media literacy, and ethical AI use are necessary to safeguard trust in elections. These insights underscore the urgency of developing context-specific policies that balance technological innovation with accountability. Strengthening transparency, fairness, and ethical practices in digital campaigning is vital for sustaining voter confidence and protecting Kenya’s democratic processes. By highlighting both the opportunities and risks of AI, this paper contributes to ongoing debates on digital democracy and provides actionable recommendations for policymakers, electoral bodies, and campaign strategists in Kenya.