The Deep Fake Within? How Perceived Use of Artificial Intelligence in Electoral Campaigns Shapes Political Efficacy and Behaviour

Few concepts go unchallenged — yet there is broad consensus that digital technologies are profoundly reshaping human behavior and societal structures. In political science, understanding how these technologies influence the formation of preferences and decision-making processes has become both urgent and essential. This calls for a critical reassessment of established theories and frameworks: Do digital innovations — particularly the growing role of artificial intelligence (AI) — exert theoretically meaningful or empirically observable effects on individuals? This study centers on the concept of political efficacy, examining whether digital competencies and digital efficacy — especially in light of perceived AI use in election campaigns — shape citizens’ political attitudes and behaviors. We introduce and explore the notion of digital efficacy, situating it within the broader context of digital literacy, and present findings from a newly developed survey instrument administered shortly after the 2024 European Parliament elections. Our analysis highlights the interplay between political efficacy and digital efficacy under AI-driven campaign environments. Ultimately, this research seeks to advance our understanding of how emerging technologies intersect with political participation and individual agency in the digital era.