Abstract:  This study examines whether visual generative artificial intelligence (VGenAI) serves as an equalizing force for minor parties or reinforces existing power asymmetries in political communication. Drawing on equalization and normalization theory, we investigate party differences in VGenAI adoption, content strategies, and user engagement during the 2025 German federal election. Using a semi-automated AI detection method combining automated classification with manual validation, we analyzed Facebook and Instagram posts from 37 German parties, identifying nearly 1,000 VGenAI images and videos published by approximately 400 party accounts during the four weeks preceding election day. Findings reveal evidence for both theoretical perspectives—equalization and normalization—across analyzed dimensions. Regarding adoption, minor parties used VGenAI at higher rates than major parties, supporting the equalization hypothesis, which states that low-cost technologies enable resource-constrained actors to produce professional campaign visuals. Content strategy analysis reveals a transparency divide, with mainstream major parties disclosing AI origins more frequently than minor parties or the right-wing Alternative for Germany (AfD). The AfD distinguished itself as the only major party to make extensive use of photorealistic imagery, citizen depictions, criminal portrayals, and negative tone, consistent with populist communication strategies. However, engagement analysis supports normalization: While VGenAI content is associated with higher user engagement than non-AI posts, this advantage accrues equally to major and minor parties rather than providing resource-constrained actors with competitive benefits. VGenAI thus appears to be associated with broader access to professional visual production while leaving engagement asymmetries intact. These findings advance understanding of how emerging communication technologies interact with party system structures and have implications for regulatory approaches to synthetic political content.

Keywords:  artificial intelligence; election campaigns; equalization; German 2025 federal election; normalization; party competition; social media; user engagement; visual communication

Published:   2 July 2026

Issue:   Vol 14 (2026): Communication in Election Campaigns: Staggering Changes or Same Old, Same Old?