India's impending 2024 Lok Sabha election, starting April 19, initiates a crucial seven-phase electoral process to elect parliamentary members and the Prime Minister. However, amidst this democratic endeavor, the nation confronts formidable challenges. A surge in shadow political advertising, combined with the proliferation of online disinformation, artificial intelligence manipulation, and government censorship and surveillance, poses a significant threat to the fundamental principles of the world's largest democracy.

Technology is set to play a pivotal role in India's upcoming election, with political parties extensively campaigning through digital platforms. Google witnessed a surge in political advertising in the first quarter of 2024, while WhatsApp serves as a key messaging platform for political outreach. Moreover, "diffuse actors" without formal affiliations contribute significantly to disseminating political content on social networks, aiming to mobilize voters.

Whistleblower reports have highlighted selective approach in curbing hate speech and misinformation, potentially amplifying such content, particularly anti-minority rhetoric, which could influence electoral campaigning. Additionally, networks of inauthentic accounts, some linked to government entities, spread misinformation and hateful content.

The widespread accessibility of low-cost generative AI tools presents new challenges for India's 2024 elections. Such tools can create deceptive audiovisual content impersonating candidates or media outlets, disseminated rapidly across social media, undermining election integrity or inciting violence. Several parties are already leveraging AI in their campaigns leading up to the elections. Addressing these issues is paramount to safeguarding the democratic process and ensuring fair and transparent elections in India.