Spanish Rivals Spark AI Ad Frenzy

Spain's conservative People's Party released a controversial political advertisement this week that utilized artificial intelligence to mimic the voices and likenesses of key figures in the ruling Socialist Party. The spot, which aired on the party's official social media channels, features AI-generated versions of Prime Minister Pedro Sánchez's wife, Begoña Gómez, and former prime minister José Luis Rodríguez Zapatero. In the clip, these figures appear to confess to various controversies, including accepting kickbacks and securing university positions through political connections. Both Gómez and Zapatero have publicly denied any wrongdoing, noting that the references align with ongoing legal investigations.

The video quickly gained traction, accumulating nearly two million views by Friday. The Socialist Party reacted swiftly to the release. Digital Transformation Minister Óscar López criticized the move during an interview with TVE, calling the content a colossal lie. He pointed out that the AI label at the bottom of the screen was extremely small and nearly transparent, making it easy for viewers unfamiliar with the technology to mistake the footage for reality. López argued that using such a format on official party accounts was intolerable.

Legal action followed the social media response. Leire Díez, a former Socialist party member whose image was used in the advertisement, filed a court complaint against the People's Party on Friday. She requested the immediate removal of the clip and accused the conservatives of defamation and digital identity theft. The video used her likeness to suggest she worked to undermine the judiciary and law enforcement for the benefit of her former party.

Despite the public outcry, legal experts generally side with the conservative party. El País consulted nine legal specialists, and most agreed the video was not illegal because it was labeled as AI-generated and maintained a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, stated that the context made it clear to viewers that the individuals did not actually speak the lines. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, emphasized that legality is a separate matter from ethical or political appropriateness.

Academics have offered mixed reactions to the strategic use of deepfakes. José Javier Olivas, an associate professor at Spain's National University for Distance Education who studies populism and AI, called the move regrettable. He noted that while both mainstream parties have been attacking each other's morality, this specific video crossed a red line. Olivas argued that placing words in other people's mouths qualifies as a form of disinformation, even if it is technically labeled.

This debate mirrors trends emerging in the United States ahead of its own midterm elections. A recent report from a Wesleyan University research group identified over 200 advertisements using AI, with the majority tied to Republican candidates. Erika Franklin Fowler, co-director of the Wesleyan Media Project, highlighted that spending on AI-generated ads in the 2024 cycle was under $50,000. She warned that much of the current usage lacks clear disclaimers, raising concerns about voter perception.

The People's Party has dismissed the criticism as overblown. Party figure Borja Sémper stated that a problem would only exist if the party had maliciously intended to make viewers believe the characters were real. He argued that the video clearly uses digital tools to highlight what the party sees as Socialist hypocrisy. Most current polls suggest the PP will win the general election scheduled for November 29, although they will likely need support from the far-right Vox party to form a governing coalition.

The incident has intensified the national conversation about the role of artificial intelligence in Spanish politics. As the election date approaches, voters are increasingly aware of the technological tools being used to shape public opinion. The controversy underscores the delicate balance between creative campaigning and the ethical boundaries of digital representation. With both major parties vying for power, the use of such technology may become a central theme in the coming weeks of debate and discussion.