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Brands love when social media stars take to Instagram or TikTok to advertise their soap, probiotic sodas, makeup and more. But many of those same brands are eager to avoid influencers who discuss politics.

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Making sure the two don��t mix has become a fraught exercise in the growing, and often unpredictable, influencer industry.

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With the presidential election looming, some marketing agencies have started to pitch advertisers on new tools that grade the so-called brand safety of social media personalities. Some of the tools even use artificial intelligence to predict the likelihood that a particular influencer will discuss politics in the future.

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A tool recently introduced by Captiv8, a marketing firm that helps advertisers such as Walmart and Kraft Heinz connect with influencers, uses AI to analyze mentions of social media stars in online articles and then determines whether they are likely to discuss elections or ��political hot topics.�� The firm also assigns letter grades to creators based on their posts, comments and media coverage, where an ��A�� means very safe and a ��C�� signals caution. The grades incorporate categories such as ��sensitive social issues,�� death and war, hate speech or explicit content.

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Viral Nation, another influencer agency, also offers marketers a product that makes ��risk profiles�� for creators. The tool, which the company has been using for more than year, assesses years of posts �X including hours of dialogue from videos �X and can detect whether people are holding weapons or protest signs in their content, even if those elements aren��t mentioned in captions or audio.

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��Brands are definitely asking for this,�� Krishna Subramanian, a founder of Captiv8, said. ��We noticed from the election before, people wanted to know �X have creators talked about the election and talked about the president? Because they don��t want to be in that conversation.��

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The way marketers gauge suitability online directs billions of dollars in spending and helps shape discourse on the internet. After many major brands faced consumer boycotts during Donald Trump��s presidency for inadvertently running digital ads alongside conspiracy theories and terrorist propaganda, companies created new industry guidelines to help them avoid funding harmful content on social media. Since then, many advertisers have also stopped running messages in news outlets in the name of brand safety.

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Some conservatives say the industrywide definitions have unfairly dinged right-wing sites.

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Matthew Diemer, a Democrat running for election in Ohio��s 7th Congressional District, was approached in January with a pitch by artificial intelligence company Civox: AI-backed voice technology that could make tens of thousands of personalized phone calls to voters using Diemer��s talking points and sense of humor.

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His campaign agreed to try out the technology. But it turned out that the only thing voters hated more than a robocall was an AI-backed one.

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While Civox��s AI program made almost 1,000 calls to voters in five minutes, nearly all of them hung up in the first few seconds when they heard a voice that described itself as an AI volunteer, Diemer said.

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��People just didn��t want to be on the phone, and they especially didn��t want to be on the phone when they heard they were talking to an AI program,�� said the entrepreneur, who ran unsuccessfully in 2022 for the same seat he is seeking now. ��Maybe people weren��t ready yet for this type of technology.��

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This was supposed to be the year of the AI election. Fueled by a proliferation of AI tools such as chatbots and image generators, more than 30 tech companies have offered AI products to national, state and local U.S. political campaigns in recent months. The companies �X mostly smaller firms such as BHuman, VoterVoice and Poll the People �X make products that reorganize voter rolls and campaign emails, expand robocalls and create AI-generated likenesses of candidates that can meet and greet constituents virtually.

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But campaigns are largely not biting �X and when they have, the technology has fallen flat. Only a handful of candidates are using AI, and even fewer are willing to admit it, according to interviews with 23 tech companies and seven political campaigns. Three of the companies said campaigns agreed to buy their tech only if they could ensure the public would never find out they had used AI.

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��Political campaigns have trust issues to begin with,�� said Phillip Walzak, a political consultant in New York. ��No candidate wants to be accused of posting deepfakes in the election or using A.I. in a way that deceives voters.��

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Diemer said he didn��t regret experimenting with AI.

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��I love AI and tech and what it could potentially do to make political campaigns more affordable and accessible for everyone,�� he said. ��I don��t think everyone got what we were trying to do, or gave it a chance to see that maybe, AI was a great tool in reaching voters.��

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