Former reality-TV star Spencer Pratt has emerged as a serious contender in the Los Angeles mayoral race following a surge of viral content.
The rise of Pratt highlights the growing influence of generative artificial intelligence and social media algorithms in local elections. By leveraging non-traditional digital strategies, a novelty candidate is now challenging the established political order in one of the largest cities in the U.S.
Pratt is one of 15 candidates [1] competing in the non-partisan primary. He is challenging the incumbent Mayor Karen Bass (D), who is seeking to maintain her position. While Bass represents the traditional political establishment, Pratt has utilized viral debate clips and AI-generated videos to amplify his visibility across national platforms.
Some of these AI-generated videos portray Pratt as various pop-culture heroes [3, 4]. These digital assets have sparked a public debate over the intersection of entertainment and governance. While some observers suggest the videos have helped Pratt transition from a novelty figure to a serious contender [3], others note that the content has triggered backlash and raised legal questions regarding California's laws on AI in politics [4].
The campaign's reliance on viral moments has drawn national attention to a race that might otherwise have remained a local affair. The strategy relies on high-engagement clips to bypass traditional campaign infrastructure, a move that has shifted the focus of the race toward the impact of digital manipulation on voter perception.
The non-partisan primary is scheduled for Tuesday, March 5, 2024 [1, 2].
“AI-generated videos have turned Spencer Pratt from a novelty candidate into a serious contender.”
The emergence of Spencer Pratt as a viable candidate suggests a shift in how political viability is constructed in the digital age. When AI-generated content and viral clips can override traditional party backing or policy platforms, the barrier to entry for non-traditional candidates drops. This creates a tension between the democratic goal of candidate accessibility and the legal need to regulate synthetic media to prevent voter deception.
