THE TRANSFORMATION OF POLITICAL COMMUNICATION THROUGH ARTIFICIAL INTELLIGENCE: A REVIEW OF PAKISTAN'S DIGITAL POLITICAL LANDSCAPE

Abstract

Implementing Artificial Intelligence in political communication operations created revolutionary changes throughout electoral campaigns, digital voter relations, and online political debates. Predictive analytics, along with sentiment analysis and algorithmic content creation tools provided by AI, enable political parties to enhance their campaign tactics along with developing targeted voter engagement strategies. The rising usage of AI technology in politics has brought forward new problems linked to fake information spread together with algorithm-decorated prejudice and moral difficulties. The research landscape in Pakistan regarding digital political discourse needs a systematic investigation of AI applications and challenges because the nation remains in its evolving phase of democratic development. This paper uses descriptive review methods to research how AI  operates in political message delivery and digital electoral techniques, as well as misinformation distribution. This review analyzes Pakistani literature about AI- driven political messaging to uncover major themes that describe AI consumer use in political marketing, changes in public views, and the problems with deepfake information and violations of data privacy. AI involvement in political operations presents both advantages together with security concerns to political systems. AI provides better political connections with voters and campaign operation efficiency, but it intensifies social-political segregation and creates risks of false information being spread. Responsible democratic governance demands both regulatory frameworks and ethical AI guidelines, together with digital literacy programs that protect against AI system risks.