The proximity policy has taken a radical turn. While electoral campaigns used to be fought in the streets, with rallies, flyers, and direct contact, today success depends on capturing individual emotions and needs, reaching voters with personalized messages wherever they are. The democratic essence of delegating power to citizens remains, but the emergence of Artificial Intelligence has transformed the rules of the game. For the first time, generative AI is a key player in the Andalusian regional elections, following the appearance of ChatGPT in 2022, shortly after the previous elections. This silent revolution has changed the relationship between parties and society, integrating so naturally that it is barely noticeable, yet profoundly altering the internal structure of campaigns. Currently, all Andalusian political parties use AI as a fundamental work tool ahead of May 17. Ignoring it would mean an insurmountable disadvantage. However, its ability to manipulate reality and the fear of the unknown have generated some distrust, leading to the secrecy of AI-based strategies. Artificial Intelligence has become a disruptive element, comparable to the arrival of television, which forced candidates to care for their image and presence. The internet and social media had already redefined political communication, but AI represents an even deeper change, accelerating and expanding the reach of campaigns. The transformation relies on three pillars: content generation, data analysis (now including emotions and feelings), and message personalization. AI allows for the rapid creation of videos, images, and speeches, reducing costs and resources. Additionally, it enables the analysis of millions of messages in real-time, detecting trends and public sentiments with greater accuracy than traditional polls. Hyper-segmentation is key: messages are tailored to each profile, connecting with specific concerns of small groups. From large rallies, communication has shifted to direct messaging via SMS, WhatsApp, or automated calls with bots, conveying ideas in a personalized manner. Parties acknowledge that these techniques were already common in the private sector and that their use must be combined with efficient public management and human contact, especially in a region where personal relationships remain essential. A spontaneous testimonial can have more impact than thousands of viral messages if it conveys authenticity. The true value of AI lies in its strategic application. Major parties have already seen its usefulness as a consulting tool, allowing for real-time campaign adjustments. AI is used to plan agendas, identify key areas, conduct mailing campaigns, generate speeches and images, and manage automated calls, always under human supervision. A recent example is the increase in social media followers experienced by the Andalusian PSOE and its candidate María Jesús Montero, a phenomenon that helps amplify the reach of their messages. The current challenge is to balance protection, security, and freedom. The main threat is distrust: that citizens doubt reality and cannot distinguish between true and false. Although AI offers powerful verification tools, misinformation is not a new phenomenon, as Jacob Jiménez, CEO of DSA Grupo and expert in applied AI, reminds us. Jiménez argues that, if used correctly, AI can enhance democratic quality, democratizing access to effective campaigns and allowing citizens to feel more heard. Real-time analysis of social media can detect emerging concerns and improve public communication. The European approach aims to protect rights and promote innovation, and well-managed AI can make democracy closer, more understandable, and more effective. Source: abc.es