Big Data and Artificial Intelligence in European Political Communication: Ethical Implications, Technological Shifts and Regulatory Challenges

Abstract

The digitalization of public communication, particularly within political campaigns, has undergone a significant transformation driven by Big Data and Artificial Intelligence (AI). In the European context, this shift brings forth both unprecedented opportunities and complex ethical and regulatory dilemmas. This article explores the evolving role of Big Data and AI in political communication, analyzing its impact on democratic processes, citizens' trust, and regulatory frameworks. Drawing on recent literature, it offers a critical reflection on the capabilities and limits of data-driven campaigning, cross-national differences in technological adoption, and public perceptions of microtargeting. Furthermore, the article discusses the emerging governance models, ethical paradoxes, and the necessity of transparency in the face of generative AI and algorithmic persuasion. The aim is to contribute to a deeper understanding of how European democracies can align digital innovation with democratic resilience and ethical responsibility.