Artificial Intelligence (AI)-driven algorithms are central to the functioning of social media platforms like Facebook, Instagram, YouTube, and X (Twitter). They personalize user feeds using machine learning models that predict engagement preferences. However, it also risks manipulating public opinion and deepening societal divisions.
Implications of AI Algorithms on Public Opinion:
- Echo Chambers and Filter Bubbles: Algorithms amplify content aligned with users’ existing beliefs, reducing exposure to diverse perspectives. For Example, During the 2019 Indian General Elections, political narratives on WhatsApp and Facebook created ideological silos, increasing political polarisation.
- Disinformation and Deepfakes: AI tools like Generative AI and Deepfake technology produce convincing but false visuals and messages. For Example, Deepfake videos during the 2024 Lok Sabha campaigns were used to simulate leaders’ speeches, misleading voters.
- Emotional Manipulation: Algorithms prioritize sensational or emotionally charged content as it generates higher engagement. For Example, A MIT study (2023) found false news spreads 70% faster than factual information on Twitter/X.
- Erosion of Democratic Discourse: Algorithmic manipulation undermines informed decision-making, a cornerstone of democracy. For Example,The Cambridge Analytica scandal (2018) demonstrated how AI-driven data analytics influenced voter behavior in multiple democracies, including India.
- Unhealthy electoral Influence: With 750 million internet users and 970 million voters, AI-optimised campaigns on platforms like YouTube (467M users) and WhatsApp (535M users) significantly shape electoral outcomes.
Measures needed:
- Regulatory Oversight: Enact AI governance frameworks aligned with democratic principles. For example, India’s Digital India Act aims to update the IT Rules to include algorithmic accountability and AI ethics.
- Algorithmic Transparency: Mandate platforms to disclose content recommendation criteria and allow independent third-party audits. For example,The EU Digital Services Act requires major platforms to reveal how AI moderates or promotes content.
- Strengthening Election Oversight: The Election Commission of India should develop a Code of Conduct for Digital Campaigns regulating AI-driven content and preventing misinformation during polls.
- Public Digital Literacy Campaigns: Promote awareness on misinformation detection and algorithmic influence. For example, Initiatives like Cyber Swachhta Kendra and Digital India’s Media Literacy Programs can be expanded for critical social media education.
- Collaboration with Independent Fact-Checkers: Platforms should partner with certified fact-checkers to identify and label misinformation. For example, Meta’s collaboration with BOOM Live and Alt News in India.
- AI Ethics charter: Encourage voluntary charters where platforms commit to ethical AI deployment, avoiding manipulation or bias. For example, The UNESCO Recommendation on AI Ethics (2021) provides a global template.
Conclusion:
A multi-pronged approach, combining regulation, algorithmic transparency, digital literacy, and global cooperation is essential to safeguard democracy from AI-induced manipulation.
‘+1’ Value Addition:
- India’s Digital Reach: India has 750 million internet users; 470 million YouTube users; 535 million WhatsApp users by 2024.
- Economic Influence: ₹3,000–₹4,000 crore spent on digital campaigning in 2024 elections, which is 60% of total ad spend.
- Deepfake Threat: NCRB data shows a 36% rise in cyberstalking & bullying post-pandemic, partly linked to AI content.
- Democracy thrives on informed consent; algorithms must serve knowledge, not control.
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