Analysis of AI Use In The Prabowo-Gibran Campaign In The 2024 Election

The 2024 Indonesian presidential election marked a new phase in political communication strategies with the increasing use of Artificial Intelligence (AI) by the presidential and vice-presidential candidates Prabowo Subianto and Gibran Rakabuming Raka. This study analyzes the application of AI in their campaign strategies, including micro-targeted advertising, deepfake politainment, sentiment analysis, and automated content distribution. Using literature review and digital content analysis, the findings reveal that AI significantly enhanced the dissemination of personalized, rapid, and emotionally engaging political messages. However, AI usage also raised ethical concerns regarding opinion manipulation and disinformation. This paper concludes that AI was a strategic factor in Prabowo-Gibran’s campaign success, yet stronger regulation and public digital literacy are essential to mitigate its negative implications.