More voters turning to AI for advice on who to vote for

Around the world, more and more people are turning to artificial intelligence tools when deciding which political force to vote for. This trend is now visible in Latvia as well, as parliamentary elections approach and voters increasingly ask AI which party to back.

Promised neutrality

Leading companies in the information technology industry claim that the AI tools they offer are politically neutral. According to these companies, the goal is to help people better navigate the range of election options while leaving the final decision to the voter.

A blurry boundary in practice

In practice, however, the distinction between neutral information and actual influence turns out to be less clear-cut than promised. Many voters ask AI about political parties in the same casual way they would ask about everyday matters — for instance, which shampoo to choose. This suggests people place a similar level of trust in AI recommendations on political questions as they do in routine consumer choices, even though the stakes involved — one's vote in an election — are considerably higher.

How much AI-generated answers actually shape voters' final choices remains an open question, but it is becoming increasingly relevant as the use of such tools in the electoral context grows rapidly.