MARKETING AND MANAGEMENT COMMUNICATION


Persuading Voters Using Human-Artificial Intelligence


Dialogues Nature, December 2025 LINK TO PAPER


DAVID G. RAND PROFESSOR


Samuel Curtis Johnson Graduate School of Management


Cornell SC Johnson College of Business Cornell University


Author • David Rand


Professor, Samuel Curtis Johnson Graduate School of Management, Cornell SC Johnson College of Business, Cornell University


• Hause Lin, Sloan School of Management, Massachusetts Institute of Technology • Gabriela Czarnek, Jagiellonian University, Krakow, Poland • Benjamin Lewis, Sloan School of Management, Massachusetts Institute of Technology


• Joshua P. White, Sloan School of Management, Massachusetts Institute of Technology


• Adam J. Berinsky, Massachusetts Institute of Technology • Tomas Costello, Carnegie Mellon University, Pittsburgh, PA • Gordon Pennycook, Cornell University


Summary Te potential use of generative artificial intelligence (AI) for political persua-


sion, and resulting impacts on elections and democracy, are matters of real concern. Te authors inform these concerns using pre-registered experiments to assess the ability of large language models to influence voter attitudes. In the context of the 2024 US presidential election, the 2025 Canadian federal election, and the 2025 Polish presidential election.


Tey assigned participants randomly to have a conversation with an AI model that advocated for one of the top two candidates, and they observed signifi- cant treatment effects on candidate preference, larger than typically observed from traditional video advertisements. Examining the persuasion strategies used by the models indicates that they persuade with relevant facts and evi- dence, rather than using sophisticated psychological persuasion techniques. Not all facts and evidence presented, however, were accurate; across all three countries, the AI models advocating for candidates on the political right made more inaccurate claims. Together, these findings highlight the potential for AI to influence voters and the important role it might play in future elections.


CONTENTS TO MAIN


| RESEARCH WITH IMPACT: CORNELL SC JOHNSON COLLEGE OF BUSINESS • 2025 EDITION


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