LAS VEGAS — As the 2026 midterm elections approach, political campaigns are intensifying their use of digital technology and artificial intelligence to connect with voters. Consultant Matt Klink of Klink Campaigns explains that AI tools now help campaigns target specific households, tailor messages, and even generate ad content.

AI Enhances Targeting and Production

“Campaigns use it to target; they use it to be much more specific to drill down on messaging. They’re using it to optimize ad bots, and are even using it now to produce ads,” Klink said.

For decades, campaigns relied on mailers, television spots, phone calls and text messages. The rise of social media and digital platforms, however, has shifted the landscape. “Within the last probably five to eight years, we’ve really seen a proliferation of digital ads, and you can target down to the household with digital,” Klink noted. “That is how much you can target, and you can serve up hundreds of different ads.”

Voters Meet Campaigns Where They Are

As more people consume content on smartphones, tablets and computers, campaigns are meeting voters on those devices. “That is where the people are,” Klink said. “Fewer and fewer people are watching TV on actual television. They are watching TV on their phone, on their iPad, on their computer.”

Despite the digital shift, traditional television advertising still holds value for reaching audiences who watch newscasts and follow current events.

Cost Considerations and Future Outlook

Klink acknowledges that political advertising can be expensive, but emphasizes that a blend of tools maximizes reach. “If I started handshaking with people, I could reach more people in one day on television than I can in two months of handshaking,” he said.

Artificial intelligence has been part of campaigns for roughly four to five years, assisting in ad creation, messaging refinement and audience targeting. Klink likens AI’s impact to the internet’s revolution two decades ago, calling it a “profound change” that will benefit campaigns.

Looking ahead, Klink expects technology to continue evolving, with targeting becoming even more precise. “The successful campaigns in 2028 will take the lessons of 2026, and we don’t know what those lessons are all yet, and they will modify them,” he said. “The technology will increase and change. The targeting will only get better as time goes on.”

Original reporting: News 3 KSNV Las Vegas (local) — read the source article.