AI impact, measured in real life.

AI-touched election ads passed $137 million, but most lacked an AI label

The Wesleyan Media Project identified 220 U.S. campaign ads made at least partly with AI and estimated more than $137 million in spending on them through October 11. It found such ads in 34 states and said only 27% of identified ads contained a disclaimer. The spending figure comes from AdImpact with Wesleyan's analysis. This is a count of identified AI-assisted ads, not a measure of all campaign spending or of voter persuasion. The researchers say it is almost certainly an undercount because subtle AI use can escape detection. Their comparison with less than $50,000 identified in 2024 is striking, but detection methods, markets and election cycles should not be treated as identical. The project's sample also found a partisan imbalance: 81% of the identified AI ads were sponsored by Republican candidates or groups, and 12% by Democrats. That describes this dataset, not every political message voters see. The real civic problem is that a voter often cannot know whether an image, voice or scene was synthetic at the moment it makes an impression. The FEC's 2024 interpretation said existing fraudulent-misrepresentation rules can apply regardless of technology, but it did not create a general AI-ad disclosure rule. Spending and disclaimers are observable; changed votes are not shown here. Our test for the remaining campaign is whether clear, consistent labeling catches up with the scale of use.