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ECI Deploys AI Videos for Voter Awareness in Tamil Nadu, Puducherry Polls

The Election Commission of India is launching a pioneering initiative to use AI-generated videos for voter education ahead of Assembly elections in Tamil Nadu and Puducherry. This move aims to counter the misuse of technologies like deepfakes by creating responsible, engaging content on EVMs and ethical voting practices. Under the SVEEP programme, approved creators will receive Rs 50,000 per project to produce neutral videos in Tamil or English. The campaign targets young voters and will be disseminated across theatres, television, and social media platforms.

Key Points: ECI Uses AI-Generated Videos for Voter Education in Elections

  • First AI voter awareness drive by ECI
  • Focus on EVMs, VVPAT & ethical voting
  • Content must be apolitical & neutral
  • Rs 50,000 grant per approved video
  • Videos for theatres, TV & social media
2 min read

ECI to use AI-generated videos for voter awareness in TN, Puducherry

Election Commission of India launches AI-driven voter awareness campaign for Tamil Nadu & Puducherry polls, focusing on EVMs, ethical voting.

"integrating AI into voter education will make messages more engaging, especially for young and first-time voters - Election Officials"

Chennai, Feb 11

In a first-of-its-kind initiative, the Election Commission of India will deploy artificial intelligence to strengthen voter awareness campaigns ahead of the forthcoming Assembly elections in four states, including Tamil Nadu and the Union Territory of Puducherry.

The move comes at a time when emerging technologies such as softfakes, deepfakes and cheapfakes are increasingly being misused in electioneering across the globe, prompting authorities to adopt responsible AI tools for public education instead.

As part of the initiative, the poll body has invited media agencies, creative professionals and individuals to develop AI-generated awareness videos focusing on key electoral themes. These include the functioning of Electronic Voting Machines (EVMs), the Voter Verifiable Paper Audit Trail (VVPAT), ethical voting practices, and the importance of participating in elections without fear or inducement.

The campaign will be implemented under the Systematic Voters' Education and Electoral Participation (SVEEP) programme, the ECI's flagship voter outreach platform.

Traditionally, SVEEP content has included short films, jingles, songs and informational advertisements produced by media houses. However, this is the first time the ECI has formally encouraged the use of AI technology to create voter education material.

According to an official notification, all AI-based videos must follow a conversational and easy-to-understand format. Scripts submitted by agencies or individuals will be scrutinised and approved by the Election Department before production begins.

Authorities have also issued strict guidelines to ensure that the content remains completely apolitical, neutral and unbiased.

Videos can be produced in either Tamil or English. Tamil-language productions must carry English subtitles to ensure wider accessibility. Each approved video project will receive financial support of Rs 50,000, officials said. In addition to AI-driven content, the department also plans to release voter awareness videos featuring celebrities to enhance outreach.

The final productions must be compatible for screening across multiple platforms, including movie theatres, television channels and social media.

Election officials believe that integrating AI into voter education will make messages more engaging, especially for young and first-time voters, and could mark the beginning of an Indian-style, non-partisan "get-out-the-vote" campaign aimed at boosting informed electoral participation across the country.

- IANS

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Reader Comments

R
Rohit P
Rs 50,000 per video is a good incentive for creators. But the key is the "apolitical and neutral" guideline. With AI, it's easy for bias to creep in. The scrutiny process must be very strict. A good initiative, but execution is everything.
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Arjun K
Finally, a positive use of AI in our election process! While everyone worries about deepfakes, the ECI is using the same tech for voter education. This is the "jugaad" we need – using new tools to solve our problems. Hope it reaches rural areas too.
S
Sarah B
Interesting to see India adopting AI for civic education. The focus on making it conversational for young voters is smart. The challenge will be ensuring the AI-generated content is factually accurate about the electoral process and doesn't oversimplify.
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Karthik V
Good step, but I have a concern. Will these AI videos be able to connect emotionally like a good short film or a catchy jingle can? Voting is a sentiment too. Hope they don't make it too robotic. Mixing AI with celebrity videos is a wise balance.
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Meera T
As a teacher, I think this is excellent. Using AI to create engaging content about our voting system for the youth is much needed. Explaining EVM/VVPAT simply can build trust. Hope they make versions for schools and colleges as part of SVEEP.

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