Spanish opposition uses AI video of PM's wife in election campaign

The conservative People's Party in Spain is facing intense backlash after releasing a political advertisement that uses artificial intelligence to mimic the voice and likeness of Prime Minister Pedro Sánchez's wife. The clip, which appeared on the party's social media channels this week, shows Begoña Gómez discussing how she obtained a university position due to her husband's political role. This latest development has intensified the national conversation about the role of new technology in a closely contested election scheduled for next month.

The video also features deepfake versions of other Socialist party figures. One segment depicts former prime minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both references point to ongoing legal investigations, though the individuals involved have denied any wrongdoing. The advert was designed to highlight perceived inconsistencies in the ruling party's stance on accountability and public office.

By Friday, the clip had accumulated nearly two million views. The Socialist party responded swiftly with criticism. Digital transformation minister Óscar López told broadcaster TVE that the ad was telling people a colossal lie. He pointed out that the AI label was placed in tiny, nearly transparent text at the bottom of the screen. López warned that viewers unfamiliar with the technology could easily mistake the footage for reality.

Legal challenges have also begun. Leire Díez, a former Socialist member whose image was used in the video, filed a court complaint against the People's Party. She requested the immediate removal of the advert and accused the party of defamation and digital identity theft. Her claim centers on the video's use of her image to suggest she worked to undermine the judiciary and law enforcement to benefit her former party.

Most legal experts believe the party is on solid ground. Nine specialists consulted by El País agreed the video was likely not illegal because it was labeled as AI-generated and maintained a satirical tone. Juan Antonio Lascuraín, a criminal law professor, noted that legality is separate from ethical appropriateness. However, José Javier Olivas, a professor who studies populism, called the move regrettable. He argued that putting words in people's mouths crosses a red line and qualifies as disinformation.

This trend is not unique to Spain. In the United States, a recent report from Wesleyan University identified more than 200 ads using AI ahead of next month's midterms. Erika Franklin Fowler, co-director of the research group, noted that much of the current use carries no disclaimer. The People's Party has dismissed the criticism, with figure Borja Sémper stating there was no malicious intent. He said the digital tools were used simply to highlight what he described as Socialist hypocrisy. Most polls suggest the PP will win the election on November 29, but they will likely need support from the far-right Vox party to form a government.