AI in Political Advertising and Crisis Communication: A Case Study of Former Prime Minister Imran Khan's AI Generated Speech during Pakistan 2024 General Elections

Artificial Intelligence has become a basic necessity in 20<sup>th</sup> century with the emergence of new AI tools and APPs. As artificial intelligence has occupied the functionality of major human based activities, its integration is also seeing a transformative shift in political advertising, especially in the creation of speeches and in communicating party agendas to the general public and plying a vital role in opinion making and agenda setting. AI is already being used all over the globe to tailor the political speeches keeping in view the interests of specific voter segments. Recently the use of AI in political advertising has seen a dramatic shift when Pakistan's imprisoned former Prime Minister Imran Khan delivered an AI generated cloned speech that has stunned the nation. The AI-generated audio, which was played during a virtual rally of his Pakistan Tehreek-e-Insaf (PTI) party, featured a voice replicating Khan's, praising his supporters and urging people to vote for PTI in the upcoming general elections. This innovative use of technology has the potential to impact the political landscape for the general elections in Pakistan and more specifically in time of crisis communication. In regard with the case study of Imran Khan’s AI generated speech, the aim of this research is to explore the effectiveness of his message conveyed through AI and its overall impact on the manipulation of public opinion and election campaign. This paper investigates public reactions and evaluates the effectiveness of delivering personalized messages through AI-driven content. This research also addresses the concerns related to privacy, manipulation, and the need for transparency in the development and deployment of AI-driven political advertising. This research study is conducted through a mixed-method approach, combining qualitative and quantitative research. Research data is obtained from the surveys and interviews of political analysts. Based on the results of research, it will be presenting to which extent AI should be used, what ethical considerations should be met and how a regulatory frame work should be there to keep an eye on the AI generated content.