The Show

What’s It About

Transmitting just a week before the UK General Election, Channel 4’s Cathy Newman attempts to pull off a bold and risky social experiment in order to investigate the effect AI could have on elections. For two weeks, 12 households of undecided voters were unknowingly swayed towards a particular political party, 6 towards Labour, and the other 6 towards the Conservatives. Little did the residents know that most of the campaign material they were digesting was AI-generated, from deep-faked leaders’ speeches to hyper-personalised social media content. At a final mock election, will people vote the way AI was veering them?