MICROSEGMENTATION AND MANIPULATION. THE URGENT REGULATION OF AI IN ELECTION CAMPAIGNS TO PROTECT VOTER AUTONOMY

Citizen participation in political election is a daily practice around the world, however, when the electorate goes to the polls and “makes a decision” it has already been influenced by the use of information or disinformation campaigns created by Artificial Intelligence, that have used their sensitive information collected through social networks and designed in a precise way to be able to influence the result of that final decision. Therefore, it is important to reflect of the autonomy of voters regarding the use of AI in electoral campaigns and the limits on the use of these technologies, giving people the freedom to choose. This work exposes the use of Artificial Intelligence to the detriment of citizen participation in an autonomous manner, making use of documentary analysis and comparing the actions that have been carried out in different latitudes to alleviate the manipulation of voters through social networks. As a hypothesis, it was proposed that voters who use social networks are at the mercy of the indiscriminate use of their personal data and consequently are targets of manipulation through fake news and deepfake orchestrated through electoral campaigns. Then the use of these tools to influence the decision of the electorate, undermining their autonomy, requires adequate regulation such as microsegmentation during electoral processes. Among the findings, the lack of knowledge of the issue among voters and a distrust on electoral organizations and institutions stands out, as a proposed solution, promoting digital literacy connected to democracy.