The Digital Campaign

In January 2024 Facebook users were invited to request a personalised video from Prime Minister Rishi Sunak. ‘Hi [insert name]’, it went, ‘I just wanted to take a moment to wish you a very happy New Year. Now, like you, I think immigration levels are too high. So, I hope you know that today, and every day throughout 2024, whether I’m working in my office in Downing Street or at home in Yorkshire, I will deliver for you.’ Within hours, videos addressing Nigel (Farage) or with photoshopped backgrounds offering pro-Labour messages began to appear. The tool was removed soon afterwards. Initially rumoured to have been generated by Artificial Intelligence (AI), it was quickly reported that Sunak had in fact spent hours recording thousands of names, revealing a surprisingly low-tech infrastructure behind the flashy new tool.