From Hard Drives to Hyper-Personalization: How AI is Shaping the Future of Political Ad Production

In the latest episode of AAPC’s The Future of Political Consulting podcast, host Rebecca Pearcey (Bryson Gillette), sits down with Melanie McGhee (Mean Green Media), to unpack how political ad production is evolving — and how AI is reshaping what’s possible.

“Back in 2016, it was all about what’s going to get onto broadcast,” McGhee recalled. “We were shipping spots every day into the night.” But the media landscape has shifted dramatically since then. Today, digital is dominant, and campaigns are asking for everything from 6-second pre-rolls to vertical formats for social media.

A key theme? AI’s growing — and complicated — role. McGhee pointed to the RNC’s AI-generated dystopian ad following President Biden’s re-election announcement as an example of the technology’s storytelling power. “It gives them a little more creative leeway… These are potential scenarios. This isn’t necessarily real yet,” she said.

But AI’s influence goes beyond visuals. It’s behind the scenes too — helping campaigns analyze voter data, identify target demographics, and even generate first-draft scripts. “It gives campaigns additional insight into how to appeal to their voter base,” McGhee explained. Still, she warned, “It’s more stilted… it turns out to be a little more corporate-speak.”

One standout example McGhee shared was an AI-powered ad for a North Dakota constitutional referendum. By avoiding faces and using wardrobe cues — like a red tie and gray suit to represent a Republican lawmaker — the team created compelling visuals without crossing the line into deepfake territory. “We used very everyday imagery,” McGhee said. “It was a conscious choice to not show a face.”

So what’s next? Expect more automation and faster content turnarounds. “You can film yourself on your iPhone… and put [the ad] out there all on your phone. That’s incredibly powerful,” she said. But despite the hype, McGhee remains clear-eyed: “AI needs a human. It needs our experiences, our compassion, our empathy to complete the picture.”

📣 Whether you’re skeptical or intrigued, this episode is a must-listen for anyone navigating the future of campaign media. Listen and subscribe here: https://theaapc.org/home/the-future-of-political-consulting/