Almog Simchon 1,2,b,✉, Matthew Edwards 3, Stephan Lewandowsky 4,5,6
Abstract
The increasing availability of microtargeted advertising and the accessibility of generative artificial intelligence (AI) tools, such as ChatGPT, have raised concerns about the potential misuse of large language models in scaling microtargeting efforts for political purposes. Recent technological advancements, involving generative AI and personality inference from consumed text, can potentially create a highly scalable “manipulation machine” that targets individuals based on their unique vulnerabilities without requiring human input. This paper presents four studies examining the effectiveness of this putative “manipulation machine.” The results demonstrate that personalized political ads tailored to individuals’ personalities are more effective than nonpersonalized ads (studies 1a and 1b). Additionally, we showcase the feasibility of automatically generating and validating these personalized ads on a large scale (studies 2a and 2b). These findings highlight the potential risks of utilizing AI and microtargeting to craft political messages that resonate with individuals based on their personality traits. This should be an area of concern to ethicists and policy makers.
'Significance Statement.
Our study sheds light on the impact of artificial intelligence (AI) in political advertising, revealing how automated, personalized messages can potentially shape voter decisions. Our findings, showcasing the power and scalability of this technology, underscore the pressing need for ethical scrutiny and policy-oriented solutions to govern the use of AI in shaping public opinion and safeguarding electoral integrity.'
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