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How AI Is Shaping Influencer Use In U.S. Political Elections Subscribe To Newsletters BETA THIS IS A BETA EXPERIENCE. OPT-OUT HERE More From Forbes Jan 2, 2025, 10:15am EST When Perfect Risk Models Fail: The Human Factor Jan 2, 2025, 10:00am EST How AIOps Redefines Cloud Provisioning By Embracing GitOps Principles And Security Standards Jan 2, 2025, 09:45am EST AI Agents: The Next Frontier In Intelligent Automation Jan 2, 2025, 09:30am EST Free From Vendor Lock-In: Strategies For Cloud-Native Innovation Jan 2, 2025, 09:15am EST Three Key Cybersecurity Predictions For 2025 (And What You Need To Do) Jan 2, 2025, 09:00am EST Building A Team Of Allies: Hiring Candidates Who Grow Into Partners Jan 2, 2025, 08:45am EST AI In Payments: Opportunities, Challenges And Best Practices Jan 2, 2025, 08:30am EST Is SOAR Obsolete? Here’s Why Security Engineers And AI Make The Difference Edit Story Forbes Innovation How AI Is Shaping Influencer Use In U.S. Political Elections Jeremy Barnett Forbes Councils Member Forbes Technology Council COUNCIL POST Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. | Membership (fee-based) Jan 2, 2025, 08:15am EST Share to Facebook Share to Twitter Share to Linkedin Jeremy Barnett is a 3x founder & the CEO and Co-founder of RAD Intel . getty In the wake of the latest U.S. election, a pivotal and sometimes controversial strategy stands out—influencer partnerships. This election season, political campaigns leaned heavily into influencer tactics, blurring the lines between endorsements and cultural discourse. Both sides effectively engaged diverse voter segments, yet the approach sparked significant debates around brand safety, misinformation and the growing role of AI in political messaging. For example, the Harris campaign collaborated with influencers focused on youth advocacy and social justice , while the Trump campaign engaged micro-influencers in key swing states . These approaches blurred the lines between endorsements and cultural discourse, sparking debates around brand safety, misinformation and the increasing role of AI in shaping political messaging. By examining these partnerships, we can better understand the evolving dynamics of influencer marketing in high-stakes campaigns—and the potential implications for brands navigating this complex space. MORE FOR YOU Ukraine’s Newest Leopard 2 Brigade Began Disintegrating Before It Reached The Front Line New Orleans Truck Attack: AG Argues Sugar Bowl Should Be Postponed Again (Live Updates) Apple Watch Series 10 Price Slashed To All-Time Low In New Sale The Importance Of Brand Safety This trend isn’t surprising. In recent years, influencer marketing has evolved from an occasional tool for high-profile brand moments to a staple strategy across industries. Marketers are now leveraging influencer partnerships regularly, using them to capture the attention of increasingly segmented audiences. From A-list celebrities to niche micro-influencers, this year’s campaigns highlighted the power and widespread adoption of these strategies. As a result, brand safety—once a conversation confined to the advertising world—has now become crucial for political content programs and campaigns. Yet, this level of reach brings its own challenges: how to control messaging within the unpredictable, influencer-driven landscape. For political campaigns, brand safety isn’t just about image; it’s about steering clear of divisive opinions, images and platforms that could alienate voters. Influencers, however, are valued for their authenticity and unfiltered voices, creating a tension between the desire for reach and the need for control. Using AI To Ensure Brand Safety To navigate this tension, AI-enabled tools are increasingly stepping in, leveraging machine learning to vet influencers, monitor content in real time and ensure message alignment. Today’s campaigns can harness the extensive reach of influencers while carefully managing the risks of inconsistencies or unintended associations that could compromise their messages. Platforms now offer solutions to analyze influencer alignment and provide real-time monitoring, enabling campaigns to detect and respond to shifts that might jeopardize their objectives. Often called “adaptive brand safety,” this approach ensures that influencer partnerships remain impactful and aligned with intended brand values. AI is now integral to how campaigns select and manage influencer partnerships. Advanced natural language processing (NPL) and predictive analytics allow platforms to match campaigns with influencers whose content resonates with key voter segments without stepping into risky territory. By weighing factors like audience sentiment and content trends, AI can help campaigns make better-informed decisions and, sometimes, mitigate the risk of communication around hot topic issues. Consider a scenario where an influencer’s tone or stance suddenly shifts during a campaign. AI can instantly flag this change, giving strategists the opportunity to pivot or disengage. This level of real-time adaptability is crucial in the political sphere, where public opinion is constantly in flux, marking a stark evolution from traditional influencer marketing. Championing Ethical AI Use The 2024 elections showcased both the immense power and ethical dilemmas of using influencer marketing in politics. AI played a central role in these efforts, helping campaigns tailor their messaging and engage diverse voter segments. However, this raised critical questions around transparency, authenticity and trust. Ensuring that AI-driven influencer selection and content assessments are transparent, accountable and free from bias is no longer optional—it’s essential. Campaigns today are focused on more than just maximizing engagement; they’re also striving to foster genuine trust between influencers and their audiences. By adopting responsible AI practices, campaigns and organizations alike can set a higher standard for ethical influencer activations—something especially vital in a politically charged environment where credibility is everything. For organizations looking to ensure the ethical use of AI in influencer marketing, here are three best practices to consider: 1. Prioritize Transparency: Make sure your AI systems provide clear, understandable explanations for influencer recommendations and content evaluations. Transparency builds trust with both stakeholders and audiences. 2. Mitigate Bias: Regularly audit AI algorithms to identify and eliminate any potential biases in influencer selection, ensuring diverse and fair representation. 3. Foster Accountability: Establish guidelines and accountability measures to ensure that AI outputs align with ethical standards. Assign human oversight to verify results before launching campaigns. By integrating these practices, organizations can not only navigate the complexities of AI in influencer marketing but they can also establish themselves as leaders in ethical, responsible innovation. The Future Of Influencer Marketing In Politics As AI technology evolves, influencer strategies in politics will also continue to advance. What was once a fringe tactic is now mainstream, with AI shaping the way campaigns connect with voters while safeguarding brand integrity. The innovations of the 2024 election provide a glimpse into a future where AI helps balance the authenticity of influencer voices with the strategic control and safety needed for effective messaging. The challenge ahead will be striking that delicate balance of harnessing influencers’ genuine appeal without compromising message control or public trust. As we look to future election cycles, AI’s role in shaping political influence will be transformative, redefining how voters engage with and trust campaign messaging and setting new standards for transparency and accountability in this high-stakes arena. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify? Follow me on LinkedIn . Check out my website . Jeremy Barnett Editorial Standards Forbes Accolades
