Republican Darren Bailey's campaign for Illinois governor is using AI-generated images and videos as a regular part of its social media output, betting that the cartoonish visuals can boost algorithm-driven engagement and cost less than traditional graphic design. Governor JB Pritzker's campaign has an internal policy against using AI in public-facing content, relying instead on real Illinoisans in traditional ads.
Bailey's AI campaign strategy
Bailey's running mate Aaron Del Mar said that static posts don't bring engagement, but "when you start posting some of these AI images that you're describing, the engagement goes off the roof. Your accessibility to the algorithms is off the charts." The campaign, which relies on small-dollar donations, sees AI as a way to get more visibility without the massive spending Pritzker can afford. Del Mar said creating AI images also saves money compared to hiring graphic designers.
Many of the images and videos portray Pritzker in unflattering scenarios: wearing a Packers cheesehead, lounging on a beach, or as a shady billionaire. Del Mar compared the content to political cartoons that have been around for over a century, saying they are "dramatic portrayals of what some people in Illinois feels is happening to our state." The campaign has not used AI in TV ads or mailers, limiting it to social media where audiences may be more aware that the images are computer-generated. For those looking to understand how such visuals are created, AI Art Courses cover the tools and skills used in AI illustration.
What the Pritzker campaign is doing instead
Pritzker's campaign manager Chris Shallow said the governor's team uses AI only for behind-the-scenes tasks like research, data analysis, and cybersecurity. For public content, they're sticking with "real Illinoisians telling real stories about how the governor has improved their lives." Shallow called Bailey's AI content "slop" and noted that it's "not even remotely based in reality." He added, "Darren Bailey, anytime he steps in front of a camera, he does our work for us. We just have to record it."
Regulatory push and the line between satire and deception
Both campaigns agree that AI-generated political ads should carry disclaimers. Pritzker has said he supports watermarking such content so viewers know it isn't real. Del Mar said a disclaimer requirement would be "the easiest and probably most efficient way" to handle it. Illinois lawmakers considered a bill that would require disclosures on AI-altered ads starting 2026, with fines for campaigns that break the rules. Senator Mary Edly-Allen, who filed a version of the bill, said, "When you take someone's likeness and alter it to the degree that people are tricked or deceived, that's the red line for me."
Del Mar insisted his campaign hasn't crossed that line, noting that their AI posts are obviously not realistic and generally lighthearted. But the trend is growing nationally, and Edly-Allen said regulations often arrive after harm occurs: "Unfortunately, it's always after the harms are done that people are like 'hey, we need to do something.'"
Why this matters for general, government, IT and development professionals
The Bailey campaign's experiment shows that AI-generated visuals can dramatically increase social media engagement for very little cost-a tactic that isn't limited to politics. Government communication teams, advocacy groups, and corporate marketing units may find similar value in using AI tools to produce quick, attention-getting graphics, provided they navigate the ethical and legal boundaries. The proposed Illinois disclosure law and ongoing national debates highlight a growing need for AI literacy: IT and development professionals who understand generative AI will be essential in building systems that detect synthetic media, while government staffers must craft policies that balance free speech with voter protection. As Del Mar noted, algorithm-driven reach is within grasp for those who know how to use these tools, and courses on AI Social Media Courses can help professionals learn to integrate AI into their communication strategies without crossing regulatory red lines.
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