In a strategic shift towards digital innovation, the Uddhav Thackeray-led Shiv Sena (UBT) is embracing artificial intelligence to enhance its public outreach, particularly targeting tech-savvy youth, in the run-up to the upcoming civic elections in Maharashtra.
The party has already begun deploying AI tools, including a recreated voice of Shiv Sena founder Bal Thackeray and a newly launched virtual news anchor, in a bid to revitalize its political narrative following recent setbacks — including the 2022 split in the party, the fall of the Maha Vikas Aghadi government, and a disappointing performance in last year’s state elections.
Shiv Sena (UBT) MP Anil Desai confirmed that AI is becoming an integral part of the party’s operations, especially in data analysis and campaign planning.
“I use AI as much as I can for understanding statistics and analyzing data, though it’s not my only source,” Desai told PTI. He credited Aaditya Thackeray, head of the Yuva Sena and son of Uddhav Thackeray, for championing the adoption of AI within the party.
In April, the party made headlines when it used AI to generate a voice resembling that of Bal Thackeray. Delivered in his iconic tone and style, the virtual speech was played at a gathering in Nashik and aimed to rally support among party workers after a difficult election season.
The AI-generated speech took a sharp stance against the ruling BJP and the rival Shiv Sena faction led by Maharashtra Deputy Chief Minister Eknath Shinde, while attempting to capture Bal Thackeray’s distinct delivery and rhetorical flair.
Continuing its digital push, Shiv Sena (UBT) unveiled Tejasvi AI, an artificial intelligence-powered news anchor, said to be the first of its kind in Marathi media.
Introduced by MP and Saamana executive editor Sanjay Raut, the virtual anchor is designed to read news on the party mouthpiece’s YouTube channel.
Dressed in a black suit, the AI anchor is modeled as a youthful male figure with sharp features and a confident demeanor.
This strategic embrace of AI comes as the state gears up for elections to key civic bodies, including the influential and cash-rich Brihanmumbai Municipal Corporation (BMC), expected later this year.
Shiv Sena (UBT)’s AI experiments echo a broader trend in Indian politics, where parties are increasingly turning to advanced technology to engage voters.
Just last month, the Telugu Desam Party (TDP) used AI to recreate the voice of its founder, N.T. Rama Rao (NTR), for a digital invitation to its annual conclave in Andhra Pradesh’s Kadapa district.
By integrating AI into both its communication and organizational strategies, Shiv Sena (UBT) appears to be setting the stage for a tech-forward campaign aimed at reviving its political fortunes and connecting with a digitally engaged electorate.