AI reshapes political campaigns as South Carolina weighs whether new rules are needed

COLUMBIA, S.C. (WIS) - Artificial intelligence is rapidly changing the way political campaigns operate, allowing candidates to create content faster and often at a fraction of the cost of traditional campaign operations.

Political experts say the 2026 election cycle marks the first time AI has emerged as a major force across multiple facets of campaigning, from strategy and voter outreach to digital advertising and fundraising.

“Everything from the strategy to the analysis to writing press releases, I mean, just like in every industry, it’s certainly becoming a big part of running a campaign,” said Gibbs Knotts, a professor of political science at Coastal Carolina University.

Some campaigns and political action committees are also incorporating AI-generated images, audio and video into advertising efforts, or using AI to create entire video ads.

Some argue that the technology is helping level the playing field, particularly for smaller, down-ballot campaigns that may not have the resources to hire political consultants, production teams or graphic designers.

Political observers say tasks that once required a team of consultants or designers can now be accomplished with a few prompts to an AI program, allowing campaigns to quickly produce flyers, digital advertisements and social media posts.

The technology’s growing presence in politics, however, has also sparked concerns about transparency and voter trust.

“As states are leaving it wide open, we’re really relying on candidates and voters and the public and the media to kind of help mediate what is ethical and what is tolerable and what’s not tolerable,” said Danielle Vinson, a professor of politics and international affairs at Furman University.

South Carolina currently has no broad laws governing the use of artificial intelligence in political campaigns.

Lawmakers have introduced legislation in recent years aimed at regulating AI-generated election content and addressing concerns surrounding deceptive political media, but those proposals have failed to advance through the General Assembly.

Some experts have suggested disclosure requirements as one possible solution.

“Another strategy is just to have disclosure,” Knotts said. “Basically, when you use AI, it’s disclosed. That’s something that can also be important, and states are doing that as another mechanism to keep the public informed.”

The discussion comes as South Carolina lawmakers have begun taking a broader look at artificial intelligence and its impact on the state.

Earlier this week, a newly created Senate Special Committee on Artificial Intelligence held its first meeting, launching what is expected to be a multi-year effort to study the technology and develop policy recommendations.

Sen. Tom Young, R-Aiken, who chairs the committee, said the use of artificial intelligence in political campaigns is likely to be among the topics lawmakers examine.

“I know there’s some other states that have taken up that, and it’s probably an area we’ll hear some testimony about,” Young said.

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