Spain's main opposition party releases AI video mocking PM's wife

Spain's conservative People's Party released a political advertisement this week that uses artificial intelligence to mimic the voices and faces of figures tied to the ruling Socialist party. The video, posted on the party's social media platforms, depicts these individuals confessing to various scandals. It includes a segment where a digital version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, discusses obtaining a university position due to her husband's status. Another part features former Prime Minister José Luis Rodríguez Zapatero talking about hiding jewelry in a safe. Both references align with ongoing legal investigations, though the individuals involved have denied any wrongdoing.

By Friday, the clip had accumulated nearly 2 million views. The rapid spread prompted a swift response from the Socialist government. Óscar López, the minister for digital transformation, called the video a colossal lie in an interview with TVE. He argued that it is intolerable for a political party to publish such content on its official channels. López pointed out that the label indicating the use of AI was placed at the bottom of the screen in tiny, nearly transparent text. He warned that viewers unfamiliar with digital tools might easily mistake the fabrication for reality.

Leire Díez, a former Socialist party member whose image appeared in the spot, filed a court complaint against the People's Party on Friday. She requested the immediate removal of the advertisement. Díez accused the party of defamation and digital identity theft. The video used her likeness to suggest she worked to undermine the judiciary and law enforcement to benefit her former party.

Legal experts generally view the advertisement as compliant with current laws. Nine specialists consulted by the newspaper El País agreed the video is not illegal because it is labeled as AI-generated and maintains a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, stated that the context makes it clear the figures did not actually say those things. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, noted that legality is distinct from political or ethical appropriateness.

José Javier Olivas, an associate professor at Spain's National University for Distance Education, described the move as regrettable. He said that while both mainstream parties attack their rivals' morality, this specific video crossed a red line by placing words in others' mouths. He categorized this tactic as disinformation.

The debate is not unique to Spain. A recent report by the Wesleyan Media Project in the United States identified more than 200 ads using AI ahead of next month's midterm elections. Most of these were tied to Republicans. Erika Franklin Fowler, co-director of the project, noted that spending on AI ads in the 2024 cycle was under $50,000, and much of the current usage lacks disclaimers.

The People's Party has dismissed the criticism. Party figure Borja Sémper said there would only be a problem if there was malicious intent to deceive. He argued that viewers can see the video uses digital tools to expose Socialist hypocrisy. Current polls suggest the People's Party will win the election scheduled for 29 November, though they will likely need support from the far-right Vox party to form a government.