The United States political landscape, and by extension global political culture, is undergoing one of its most radical mutations in history. At the heart of this shift lies not just ideology, but technology. Donald Trump, a leader who has always mastered the art of media manipulation, has found in Artificial Intelligence (AI) the perfect ally to construct what Guy Debord would call the "Society of the Spectacle" in its digital iteration. The use of AI by the Trump campaign is not merely a modernization effort; it is a strategic choice aimed at completely dissolving the boundaries between reality and fabricated narrative.
The Democratization of Propaganda
In the past, creating convincing propaganda required full-scale studios, expert graphic designers, and significant resources. Today, Generative AI allows anyone, at a minimal cost, to produce hyper-realistic images and videos capable of shaping public opinion in seconds. Trump has utilized this capability to its fullest. Recent examples include posting AI-generated images of Taylor Swift and her fans appearing to endorse him, as well as depictions of himself surrounded by Black voters in settings that never occurred in real life.
This tactic serves a dual purpose. First, it allows the candidate to project an image of universal acceptance by "borrowing" the prestige of celebrities or social groups without their consent. Second, and perhaps more importantly, it fosters an environment of "cognitive uncertainty." When voters are bombarded with images that look real but are fake, the very concept of objective truth begins to erode. In this chaos, voters tend to believe only what confirms their pre-existing biases, making AI the ultimate tool for polarization.
The Alliance with Tech Barons
Trump's strategy does not evolve in a vacuum. Elon Musk’s acquisition of Twitter (now X) and the subsequent loosening of content moderation rules have created the ideal "laboratory" for the proliferation of AI content. Musk, who has openly endorsed Trump, promotes a version of free speech that often includes the use of AI for satire or political critique, even when it is misleading. The integration of tools like Grok into the X platform empowers users to generate content that was previously considered taboo or defamatory.
- The use of deepfakes as a tool for "humorous" propaganda.
- Bypassing traditional media through direct communication on social platforms.
- Constructing virtual narratives that replace concrete political platforms.
- The economic efficiency of AI compared to traditional advertising campaigns.
This new dynamic is also changing how regulators worldwide, including the European Union, handle political advertising. While the EU attempts to mandate labeling for AI content, the speed of technology consistently outpaces legislation. In Trump's case, AI is not just a tool; it is the essence of the campaign: a perpetual digital spectacle that keeps the public's attention captive.
Politics as Entertainment and the Risk to Democracy
The question arises whether democracy can survive in an environment where the image has lost its evidentiary value. Trump uses AI to transform politics into a form of reality show, where viewers seek entertainment and emotional stimulation rather than truth. When an AI-generated image of Trump being arrested by police goes viral, it doesn't matter if it's real; what matters is the conversation it generates and the emotions it triggers in both supporters and detractors.
"In the age of artificial intelligence, truth is no longer the objective. The objective is narrative dominance."
As we move forward, the use of AI in politics will become even more sophisticated. Micro-targeted propaganda, where AI generates unique messages for each voter based on their psychological profile, is the next phase. Trump has opened the door to a world where political discourse is replaced by algorithmically generated icons. The challenge for citizens is to develop a new form of digital literacy, capable of discerning meaning behind the spectacle, before the very concept of the citizen is demoted to that of a mere spectator.
