The use of artificial intelligence in political communication

Use of Artificial Intelligence in Political Communication Marketing This study aimed to determine the scope of artificial intelligence applications in political communication marketing and to address the role of these technologies in election campaigns, their strategic effects and the ethical and legal issues they raise from a holistic perspective. The research covered five case studies (2016 and 2020 US Presidential Elections, 2016 Brexit Referendum, 2024 US Presidential Election, 2023 UK Labor Party Campaign) within the framework of qualitative method; It examined how AI-based tools such as micro- targeting, psychographic profiling, automatic content generation, sentiment analysis and deepfake shape voter behavior with descriptive and thematic analysis techniques. The findings showed that insights extracted from demographic, behavioral and psychological data with big data and machine learning processes provide significantly higher interaction compared to classical methods. Generative AI tools have enabled performance tracking with real-time A/B testing of text, images, and videos, but sentiment analysis has shown limitations in interpreting irony and metaphor. While automated social media agents feed disinformation cycles, deepfake technologies carry the risk of damaging voter trust. The algorithmic "black box" structure has weakened transparency and accountability principles; the EU's AI Act and GDPR regulations and Turkey's KVKK remain incomplete. As a result, it is recommended that an international "Democracy and Artificial Intelligence Supervisory Board" be established for the use of artificial intelligence in political communication in line with democratic norms; transparency reports, algorithmic accountability mechanisms, artificial intelligence ethics and responsibility codes be developed; and media literacy training be disseminated. These measures will combine the strategic advantages of artificial intelligence with democratic legitimacy, establish social trust, and create a public sphere resistant to manipulation. Keywords: Deep Learning, Political Communication, Political Marketing, Artificial Intelligence, Artificial Intelligence Ethics