A broader policy challenge remains: how to improve transparency, ensure enforceability of laws, and establish disclosures that meaningfully inform voters as AI-generated political content becomes more prevalent.

The study calls for clearer, effective disclosures and better tracking as AI-driven political advertising evolves across campaigns.

Moving forward, policy efforts should focus on transparency, enforcing existing laws, and defining disclosure standards that genuinely aid voters in discerning AI involvement.

Disclaimers across ads are inconsistent, with wide wording variations and frequent non-disclosure where laws exist or are unclear.

The study is affiliated with the Wesleyan Media Project, with authors including Travis N. Ridout, Erika Franklin Fowler, and Michael Franz.

Minnesota’s deepfake-related law highlights enforcement and interpretive challenges, illustrated by a May 2026 ad using synthetic video of Peggy Flanagan that sparked questions about legality and the need for clearer standards.

The article is republished from The Conversation and notes limitations of current disclosures and the complexity of reliably identifying AI-generated content.

AI usage in ads spans from highly realistic deepfakes to subtle visual edits, with Republican sponsors responsible for the majority of AI-ad usage and spending.

Regulatory landscapes show uneven state AI-disclosure laws, and even where laws exist, compliance is not guaranteed.

Only about 31% of tracked ads disclosed AI use across 35 states, representing roughly 22% of total spending, with disclosures varying in wording and level of detail.

Disclosures differ in wording and scope, and some laws target only deepfakes or include exemptions; the overarching challenge is to improve transparency and practical enforcement.

The study notes gaps in law coverage and acknowledges that some ads aired before relevant laws took effect, raising the question of which disclosure forms actually help voters.