AI and Political Marketing: How Indonesian React to The Presidential Candidate AI-Generated Advertisement

The integration of Artificial Intelligence (AI) into political campaigns, particularly through social media, has revolutionized voter behavior influencing mechanisms. This research explores the impact of AI-generated content on public decision-making in the context of the 2024 Indonesian presidential elections, focusing on the Prabowo-Gibran pair. Drawing upon selective exposure theory, the study investigates how perceived source slant, perceived source bias, and perceived effects of opponents' news diet influence political participation likelihood. Through a quantitative survey of 150 Indonesian citizens active on social media, the study reveals significant positive correlations between perceived source slant, bias, and political participation likelihood. The findings underscore the pivotal role of AI-generated content in shaping political engagement and suggest implications for enhancing voter mobilization strategies in the digital age.