Synthetic Influence - Deepfakes and artificial intelligence in the Hungarian election campaign

Political Capital’s new analysis examines the growing role of artificial intelligence in shaping political communication during the Hungarian election campaign, with a particular focus on AI-generated video content.

This issue is especially important because realistic deepfakes can be highly persuasive. Even when people are aware of such technologies, vivid audiovisual content continues to influence judgments and perceptions. These materials often trigger strong emotions – such as fear, anger, empathy, or moral outrage – and their effects can persist even after they are exposed as false.

• The research and analyses show that, in the Hungarian election campaign, artificial intelligence is also used extensively to produce political imagery: AI-generated political images have played a dominant role on the Facebook pages of government-controlled media outlets. In addition, a number of digital content creators produce AI-generated political videos, although their reach is typically moderate.
• Among political actors, AI-generated videos are used most intensively by Fidesz and affiliated proxy organizations to support and amplify their political messages and narratives. On the opposition side, the Democratic Coalition Party appears to be the only significant actor in this field.
• AI-generated videos are also capable of circumventing Meta’s system designed to filter political advertisements. This allows such content to be distributed not only organically but also as paid advertisements despite existing restrictions. Paid advertisements often achieve substantially greater reach than organic distribution alone, enabling these contents to reach large audiences despite platform regulations.
• AI videos with dehumanizing content, false information, or political statements that never made can currently appear on platforms without obstruction, influencing political campaigns in a malevolent way.

Read the full report to explore the findings and policy recommendations in detail here.