AI-generated images used in Illinois gubernatorial campaign
Republican Darren Bailey's campaign for Illinois governor created and posted AI-generated images on social media depicting Gov. JB Pritzker in various satirical scenarios. The campaign used the synthetic media to increase social media engagement and reduce production costs, while Pritzker's campaign adopted a policy against using AI in public-facing content.
What happened
Republican Darren Bailey's campaign for Illinois governor created and posted AI-generated images and videos on social media depicting Gov. JB Pritzker as various characters, including wearing Green Bay Packers merchandise, lounging on a beach, and with the Bailey-Del Mar campaign logo displayed in the Chicago sky.
Bailey's running mate Aaron Del Mar stated the campaign uses AI content because it generates higher social media engagement and costs less than hiring human graphic designers. Del Mar said: 'When you start posting some of these AI images that you're describing, the engagement goes off the roof. Your accessibility to the algorithms is off the charts.'
Gov. Pritzker's campaign has adopted an internal policy against using AI in public-facing content, according to campaign manager Chris Shallow. Pritzker, Del Mar, and state lawmakers expressed support for regulations requiring campaigns to disclose when AI is used in advertising.
Reported impact
The AI-generated content was designed to reach larger audiences through social media algorithms, which Del Mar said resulted in substantially higher engagement compared to static images.
Index analysis
The campaign leveraged AI-generated imagery as a cost-saving measure and algorithm optimization strategy, with Del Mar distinguishing the approach from traditional photographic manipulation by noting that AI creates images without a real-world source photograph.
Governance controls
Pritzker's campaign implemented a policy against using AI in public-facing content, though the campaign uses AI for internal functions such as research, data analysis, and cybersecurity.
Classification
Sources and evidence
Sources not yet published
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