Election Tactics: AI Ad Imitating Prime Minister's Wife Sparks Controversy

With general elections scheduled for next month, Spain’s political campaign has entered a contentious phase regarding the use of artificial intelligence in advertising.

The conservative People's Party released a video on social media this week that uses deepfake technology to mimic the voices and likenesses of figures associated with the ruling Socialist party.

The clip features an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, discussing a university position she received. Another segment shows former Prime Minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both individuals have denied any wrongdoing in the ongoing investigations referenced by the video.

The advert appears to portray these figures confessing to soliciting prostitutes and accepting kickbacks. By Friday, the video had accumulated nearly two million views on the party's official channels.

Socialist officials reacted swiftly to the release. Digital transformation minister Óscar López criticized the spot during an interview on TVE, stating that the party was telling a "colossal lie" through its official accounts. He pointed out that the label identifying the content as AI-generated appeared in tiny, nearly transparent text at the bottom of the screen, making it easy for viewers unfamiliar with the technology to mistake the clip for reality.

Leire Díez, a former member of the Socialist party whose image was used in the ad, filed a court complaint against the People's Party on Friday. She requested the immediate removal of the video and accused the party of defamation and digital identity theft. Her complaint argues that the video used her likeness to suggest she worked to undermine the judiciary and law enforcement to benefit her former party.

Legal analysis suggests the People's Party may have a strong defense. Nine legal experts consulted by El País agreed that the video is likely 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, noted that the context makes it clear the individuals did not actually speak the lines. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, emphasized that legal standing is distinct from political or ethical appropriateness.

Academic observers have weighed in on the political implications. José Javier Olivas, an associate professor at Spain's National University for Distance Education, called the move regrettable for a party seeking to revitalise democracy. He argued that while both mainstream parties attack rivals, putting words in their mouths crosses a "red line" and qualifies as disinformation.

This controversy mirrors trends in the United States, where a Wesleyan University report identified more than 200 AI-generated ads ahead of the midterms. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that less than $50,000 was spent on such ads in 2024, but current usage often lacks clear disclaimers.

The People's Party has dismissed the criticism as overblown. Party figure Borja Sémper stated that a problem exists only if there was malicious intent to deceive, arguing that viewers can clearly see digital tools are being used to expose Socialist hypocrisy. Current polls indicate the People's Party will likely win the November 29 election, though they will require support from the far-right Vox party to form a government.