Professor Sahana Udupa analyzes the rise of 'thick fakes' in political campaigning, arguing that AI-generated content often relies on social narratives rather than factual deception. The research suggests that current labeling regulations are insufficient and proposes a multi-faceted policy approach including professional codes of conduct and stricter campaign finance oversight.
The shift from deceptive deepfakes to narrative-driven thick fakes renders standard labeling and fact-checking tools largely ineffective. For streaming platforms and social networks like X, this evolution means that content can be technically synthetic but socially 'true' to an audience, complicating automated moderation and safety protocols. As generative AI reduces the friction of creating high-fidelity political propaganda, the industry must move beyond simple disclosure tags toward co-regulatory models involving campaign finance and professional ethics. Watch for whether regulatory bodies like the FCC or European counterparts adopt Udupa’s recommendation to restrict AI-generated political robocalls in political advertising budgets.
As generative AI copyright rules continue to evolve, policymakers are increasingly focused on the intersection of synthetic media and political discourse. Digital platforms face algorithmic content curation scrutiny over cognitive autonomy risks. Meanwhile, thirty-one states enact political deepfake regulations to address the growing threat of synthetic media in elections, while global bodies like the IAB work to standardize transparency frameworks, even as EU US and China diverge on global AI regulatory frameworks. To address the broader landscape of synthetic content, YouTube Music AI labels have begun implementing new disclosure standards for generated audio.
Professor Sahana Udupa warns that AI thick fakes are outpacing current regulations by leveraging social narratives rather than factual deception. Unlike deepfakes, these synthetic images create dystopian scenarios that feel socially plausible. This shift renders standard fact-checking ineffective, forcing platforms and policymakers to reconsider how they moderate political propaganda and advertising.
Thick fakes rely on social plausibility and entrenched narratives to influence audiences, whereas deepfakes typically attempt to deceive viewers through factual falsity or the depiction of real individuals.
Far-right political parties in Europe are using AI to generate synthetic bodies and racist tropes, such as 'remigration' scenarios, to promote their agendas without using disclaimers.
Retrotopia refers to the use of AI to materialize fantastical, dystopian futures that overwrite current realities, such as Donald Trump’s 'Gaza Riviera' imagery.
Udupa recommends implementing professional codes of conduct for political consultants and establishing stricter campaign finance oversight for AI-generated content.
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