AS I prepare for my upcoming talk at the National Election Game Changer Summit, I reflect on the various shifts that have reshaped electoral campaigns worldwide in the past three years. These transformations offer valuable lessons for us as the Philippines gears up for the 2025 national and local elections. The innovations and challenges that have emerged globally — from digital strategies and artificial intelligence (AI) to the ever-present threats of misinformation and cybersecurity — are poised to play an equally significant role in our local political landscape.
One of the most profound changes in recent elections is the dominance of digital platforms and social media as primary campaign tools. Social media has long been a way to reach voters, but the past three years have taken this further. Campaigns are no longer just about broadcasting messages but about creating viral content that resonates with various demographics. Platforms like TikTok, Instagram and Facebook have been pivotal in shaping narratives, particularly among younger voters. It is no longer uncommon to see candidates using memes, short-form videos and influencer partnerships to shape public perception.
In this context, I cannot help but think about the immense power that data analytics holds in guiding these strategies. Campaigns today are increasingly data-driven, with teams analyzing voter sentiment in real-time and adjusting their strategy accordingly. This kind of microtargeting has allowed political candidates to deliver highly personalized messages to specific voter segments, something we saw in the 2020 US elections, as well as recent elections in Europe and Asia.
The ability to target voters not just by demographics but by behavioral and psychological profiles has proven to be a game-changer. The implications for the country are significant as we, too, begin to rely more heavily on data and AI tools to influence voter decisions in 2025.
AI has emerged as a central tool in election campaigns, and I expect its role to continue growing. Globally, AI has been used not just for voter segmentation but also to optimize messaging, predict voter turnout, and even track public sentiment across social media platforms.
AI tools can analyze millions of interactions to help campaigns understand which issues matter most to voters at any given time. However, as beneficial as these tools are, they also introduce new challenges. The rise of deepfakes, for instance, poses a real threat to the integrity of campaigns. We have already seen how deepfake videos have been used to spread disinformation in other countries, and it would be naive to think that the country is immune to such tactics.
In many ways, the threat of misinformation and disinformation has become the most significant concern for election campaigns worldwide. The ease with which fake news can spread across social media platforms presents a daunting challenge for candidates and voters alike. In countries like Brazil, India and the US, disinformation campaigns have polarized the electorate, creating a toxic environment where the line between fact and fiction is increasingly blurred. The country will have similar challenges. It will be critical for both candidates and voters to be vigilant about the information they consume and share.
Cybersecurity, too, is an essential consideration in modern campaigns. With the increasing reliance on digital platforms for outreach, the vulnerability of campaigns to cyberattacks has grown significantly. The 2020 US election is a prime example of how crucial cybersecurity measures have become in ensuring the integrity of election systems. Hackers have targeted candidate websites, email servers, and even electronic voting machines in an attempt to disrupt electoral processes.
Reflecting on these global trends, I am reminded how the Covid-19 pandemic has also shifted election dynamics. The pandemic forced campaigns around the world to move online, leading to the rise of virtual rallies, online debates, and even remote voting.
While we have not yet fully embraced remote voting, the experience of countries like the US and France, where mail-in voting surged due to health concerns, offers us a glimpse into what our future elections could look like. Virtual campaigning is here to stay, and as we move toward 2025, candidates will need to become more adept at engaging voters online in ways that go beyond traditional rallies and face-to-face interactions.
Another trend I have observed is the increasing importance of social movements and grassroots organizing in recent elections. Movements like #MeToo, #BlackLivesMatter, and climate action groups have had a profound impact on election campaigns, particularly in motivating younger voters. These movements have shifted the political agenda in many countries, forcing candidates to address social justice, equality and sustainability issues head-on. Similar movements will likely influence voter priorities, particularly among the youth. Candidates who align themselves with these causes may find that they resonate more deeply with voters looking for real change.
The global shift toward transparency in campaign funding is another game-changer worth noting. Recent elections in countries like France and Ukraine have seen candidates embracing crowdfunding and even cryptocurrency donations as alternatives to traditional campaign financing. This trend could hold significant implications, especially as voters become more concerned with transparency and corruption in politics.
The lessons learned from recent elections abroad provide us with a roadmap for navigating the challenges and opportunities ahead.
In many ways, the upcoming elections will serve as a test of how well we can adapt to this new era of digital campaigning, where data, AI, cybersecurity and social media dominate the landscape. It is an exciting time to be involved in shaping the future of Philippine elections, and I am eager to see how these global innovations will influence our political landscape in the years to come.