PETALING JAYA: With technology growing and Malaysia having almost 99% internet reach, political parties have to adapt to a new ball game, say analysts.
Artificial intelligence, social media algorithms, influencers and traditional grassroots networks are increasingly converging into a single campaigning ecosystem, reshaping how political parties engage voters.
Ceramahs, walkabouts and outreach by party branches are no longer enough, but then elections are not won entirely online either.
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Instead, political parties are increasingly combining digital tools with ground operations to shape narratives, mobilise supporters and convert support into votes.
They are integrating digital and traditional campaigning into “single campaign ecosystem”, said Dr Mohammad Tawfik Yaakub of Universiti Malaya.
“Political parties are no longer choosing between digital campaigning and grassroots mobilisation. They are integrating both into a single campaign ecosystem,” he said.
According to Tawfik, AI, social media algorithms and data analytics are allowing parties to identify target voters, tailor messages and optimise campaign resources more efficiently.
However, he stressed that technology alone cannot secure victory.
“Algorithms may win the narrative, but machinery still wins the vote,” he said, adding that grassroots networks remained essential for voter mobilisation, local engagement and ensuring supporters show up on polling day.
Tawfik, however, warned that the growing use of AI could leave voters grappling with an information overload.
He urged people to verify claims before sharing them, consult multiple credible news sources and be wary of viral or emotionally charged content.
Digital literacy, he said, remained the strongest defence against misinformation and AI-generated falsehoods.
Prof Datuk Dr Sivamurugan Pandian of Universiti Sains Malaysia said digital campaigning was becoming increasingly important, particularly among younger and urban voters, but remained only one part of a broader political strategy.
Traditional campaigning methods such as ceramahs, walkabouts and constituency engagement remained relevant, he added, saying that parties would need to combine both approaches effectively.
“The most successful parties will likely be those that effectively combine digital outreach with on-the-ground engagement.”
The growing influence of content creators is also changing how political messages reach voters.
Senior fellow at Nusantara Academy for Strategic Research Dr Azmi Hassan said social media could act as a powerful catalyst for political messaging.
“A number of influencers can garner hundreds of thousands of views,” he said.
Yet, he said, many of the most influential creators preferred to remain politically neutral, limiting parties’ ability to control online narratives.
Prof Dr Awang Azman Awang Pawi said the rise of AI, targeted content and digital platforms had fundamentally altered the information environment surrounding elections.
“Digital reach does not always equal real support,” he said.
He said voters were increasingly receiving political information through TikTok creators, YouTubers, podcasters and other online personalities, rather than directly from political leaders.
“Technology can amplify a campaign, but it cannot replace trust.”
As parties adapt to the evolving campaigning ecosystem, analysts say voters may face a different challenge from previous elections – not a lack of political information, but an overwhelming abundance of it.
The trick will be in knowing the chaff from the grain, and not being fooled by misinformation.
