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Artificial intelligence-generated images and videos are ushering in a new era for political campaigns and Republican Darren Bailey is leading its introduction in Illinois during his second run for governor. State lawmakers are considering requirements for campaigns to disclose when AI is used in advertising.
Republican gubernatorial candidate Darren Bailey's campaign is actively integrating artificial intelligence (AI)-generated images into its social media strategy for his second run for governor of Illinois. These images, characterized by their often cartoon-like appearance, frequently portray incumbent Governor JB Pritzker in various satirical or critical roles, aiming to boost online engagement. In contrast, Governor Pritzker's campaign manager, Chris Shallow, has stated that their campaign maintains a strict internal policy against the public use of AI in content, reserving its application for internal processes like research and data analysis. There is a general consensus among Pritzker, Bailey's running mate Aaron Del Mar, and state lawmakers that there is a growing need for more stringent regulations to compel political campaigns to disclose when AI technology is utilized in their advertising materials. This push for disclosure aims to enhance transparency and address concerns about potential misinformation and the blurring of reality in political discourse.
Since securing the Republican primary victory on March 17, both Darren Bailey and his running mate, Aaron Del Mar, have consistently used a variety of AI images and videos across their social media platforms. This approach is aligned with an emerging national trend in political campaigns where AI-generated content, some of which can be intentionally misleading or false, is employed. Bailey's campaign has utilized AI to create numerous videos that depict Governor Pritzker in critical portrayals, such as a "shady billionaire" or as "babies fighting" with Chicago Mayor Brandon Johnson, alongside more satirical images like Pritzker in a Green Bay Packers cheesehead or wearing "toilet regalia," referencing a past tax controversy. Del Mar explains that AI content significantly boosts "engagement" and "accessibility to the algorithms," which is crucial for their campaign that largely depends on smaller donations, allowing them to compete with Pritzker's substantial self-funding. He also notes the cost-effectiveness of AI images compared to traditional graphic design. While these AI creations are primarily for online consumption, Del Mar believes the audience recognizes their AI origin, and he feels the campaign has not crossed any ethical "red lines" with its "lighthearted" and "dramatic portrayals." However, one "say no to data centers" campaign button generated by AI was flagged by Facebook as "AI info," drawing criticism from independent candidate Collin Corbett's campaign, which advocates for elevating "work done by real people."
Chris Shallow, Governor Pritzker's campaign manager, declined to elaborate on how the campaign would react if Bailey were to disseminate more realistic or deeply deceptive AI-generated content, or if Pritzker's voice were artificially replicated to convey messages he never uttered. Instead, Pritzker's campaign intends to maintain its focus on more conventional campaign tactics. Shallow emphasized their strategy of "using real Illinoisians telling real stories about how the governor has improved their lives," asserting that such authentic narratives are inherently "more compelling than any AI slop that Darren Bailey’s going to come up with." He confidently stated that the campaign does not "need to manufacture anything," suggesting that Bailey's natural public appearances often serve their purpose. Shallow also expressed little concern about the impact of Bailey's AI usage on the broader electorate, as he believes these images are primarily shared and seen within Bailey and Del Mar's existing social media follower base, limiting their reach and potential influence on undecided voters, given their often cartoonish nature.
Governor Pritzker openly shared his disapproval of AI political content, expressing his belief that "It’s deteriorating the political environment," and voiced strong support for regulatory measures. He proposed that, at a minimum, all AI-generated advertisements, whether online or on television, should be clearly watermarked or include a disclaimer stating, "this is produced by AI," to inform the public of its artificial nature. Aaron Del Mar, Bailey's running mate, echoed this sentiment, agreeing that a "disclaimer would be the easiest and probably most efficient way" to address the issue without stifling technological advancement. Illinois state lawmakers are already considering legislation to address this. A provision within a broader election reform package, though not yet advanced, proposed mandating disclosures on ads that incorporate AI. Senator Mary Edly-Allen, who sponsored a standalone version of this bill, highlighted the core question lawmakers face: "Do we own our own likeness?" and lamented how "truth and reality is getting blurred between lies and people can’t discern." Her bill stipulates that ads using AI within four months of an election must carry disclosures, including written statements on graphics, 3-second audio disclaimers for AI audio, and both for videos. Campaigns would also need to notify the State Board of Elections and could face fines, though media outlets distributing such ads would be exempt from regulation. Edly-Allen also advocates for broader laws against altering images beyond just AI, such as modifying clothing or signs, drawing a "red line" at deceiving the public through altered likeness. Despite the bill not passing in time for the 2026 election, Edly-Allen believes there's growing momentum for such regulations, acknowledging the challenge of balancing First Amendment rights with the need to protect candidates from manipulation. The article concludes that AI's pervasive presence suggests it will remain an integral, albeit regulated, part of the political landscape.