People's Party Releases AI Video Imitating Prime Minister's Wife

The conservative People's Party released a political advertisement on its social media channels this week. The clip uses artificial intelligence to mimic the voices and faces of several figures linked to the ruling Socialist party. The video appears to show these individuals confessing to various transgressions. These include soliciting prostitutes and accepting financial kickbacks. One prominent segment features an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez. In the clip, she discusses obtaining a university position due to her husband's status. Another section shows a deepfake of former prime minister José Luis Rodríguez Zapatero. He is depicted talking about hiding jewelry in a safe. Both references point to ongoing investigations. Both Gómez and Zapatero have denied any wrongdoing.

The video quickly gained traction online. By Friday, it had accumulated nearly two million views. The Socialist party responded swiftly to the release. Óscar López, the minister for digital transformation, criticized the move in an interview with broadcaster TVE. He described the content as a colossal lie. He argued that it is intolerable for a party to use its official accounts for such material. López pointed out that the label identifying the content as AI appeared in tiny, nearly transparent text at the bottom of the screen. He warned that viewers unfamiliar with digital tools could easily mistake the clip for reality.

Leire Díez, a former member of the Socialist party, also took action. Her likeness was used in the advertisement. On Friday, she filed a court complaint against the People's Party. She requested the immediate removal of the video. Díez accused the party of defamation and digital identity theft. The video used her image to allude to claims that she worked to undermine the judiciary and law enforcement. These actions were said to benefit the Socialist party.

Legal experts have generally sided with the People's Party. El País consulted nine legal professionals on the matter. Most agreed that the video is not illegal. The primary reason is that it was labeled as AI-generated and maintained a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, noted that the context makes it clear the people did not actually say those things. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, added that legality is separate from ethical or political appropriateness.

José Javier Olivas offers a different perspective. He is an associate professor at Spain's National University for Distance Education. He studies populism, conspiracy theories, and AI biases. He called the use of deepfakes by an official party account regrettable. The party claims it wants to revitalise democracy. Olivas stated that both mainstream parties have been attacking each other's morality. However, he believes this specific video crossed a red line. He argued that putting words in other people's mouths qualifies as disinformation.

Similar trends are appearing in other countries. The United States faces midterm elections next month. A recent report from a Wesleyan University research group identified more than 200 ads using AI. Most of these were tied to Republicans. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that spending on AI-generated ads in the 2024 cycle was less than $50,000. She observed that much of the current usage lacks a disclaimer.

The People's Party has dismissed the criticism. Borja Sémper, a party figure, stated that a problem exists only if there was malicious intent. He argued that everyone can see the video uses digital tools to highlight Socialist hypocrisy. The party is not alone in its strategy. Most polls suggest the People's Party will win the election on November 29. However, they will likely need support from the far-right Vox party to form a government. The debate continues as the country heads toward the vote.

The incident has opened a wider discussion about artificial intelligence in politics. The sharply divided nation is moving toward general elections next month. The use of deepfake technology in official campaign materials is raising new questions. It challenges how voters perceive digital content. It also tests the boundaries of legal and ethical standards in campaigning. The outcome of this dispute may set a precedent for future elections.