Spencer Pratt, a reality television personality turned political candidate, has gained significant attention in the Los Angeles mayoral race due in large part to a wave of artificial intelligence-generated videos created by his supporters. These A.I.-produced clips, widely circulated on social media platform X, have contributed to a surge in Pratt’s campaign visibility, underscoring the growing impact of artificial intelligence on political communications.

Pratt, best known for his contentious role on the reality show “The Hills,” has leveraged personal tragedy and political frustration in his bid for mayor. Following the destruction of his home in the 2023 Palisades fire, he has positioned himself as an outspoken critic of incumbent Mayor Karen Bass and the Democratic leadership that has governed Los Angeles for years. His supporters have embraced this narrative, producing an array of provocative and often satirical A.I. videos portraying Pratt favorably while depicting the city as beset by crime and decay.

Among the notable creators is Los Angeles filmmaker Charles Curran, who developed several viral videos casting Mayor Bass as popular culture villains such as Darth Vader and Thanos. These videos have been actively promoted on Pratt’s social media channels, though the campaign maintains it has no direct involvement in their production. Another supporter, Adrian E. Alvarez, has similarly produced bilingual music videos mocking Bass, which have gained traction independently of the campaign. The proliferation of such content has created a competitive environment among Pratt’s base to generate attention-grabbing and often controversial imagery.

Experts point to this trend as emblematic of a broader shift in political campaigning, with artificial intelligence increasingly central to voter outreach and attack messaging. Nathaniel Persily, co-director of the Stanford Law A.I. Initiative, noted that while the technology’s ease of use facilitates rapid content creation, it also heightens risks to democratic trust, as voters may become skeptical of visual information. Similar uses of A.I. videos have cropped up in races elsewhere, including in Texas and New York City, where candidates’ campaigns have deployed digitally manipulated clips to tarnish opponents.

Despite the buzz generated by these digital efforts, Pratt’s campaign has yet to purchase traditional media advertising, unlike his rivals who have collectively spent millions on television and radio ads. Instead, Pratt’s expenditures have centered on small-scale physical advertising such as yard signs and billboards, some reportedly designed with the aid of A.I. The campaign has refrained from detailing its engagement with artificial intelligence, distancing itself from the independently produced viral content.

Fundraising for Pratt has seen notable contributions, totaling over 300 maximum individual donations of $1,800 each, including gifts from Hollywood executives and business figures. However, analysis of donor information reveals that the majority hail from outside Los Angeles, raising questions about the influence of non-resident support in a local race.

Political strategists observe that while Pratt’s A.I.-fueled digital campaign has energized a segment of voters, it may also limit his appeal among the broader electorate. Los Angeles remains a predominantly Democratic city, and Mayor Bass has maintained leads in recent polling. Progressive candidate Nithya Raman, also vying for the runoff, criticized Pratt’s embrace of A.I., highlighting concerns in the entertainment industry about job losses due to the technology.

Other campaigns in the city have begun to experiment with similar A.I.-generated content, signaling a new frontier in political advertising. While many states, including California, have enacted laws requiring disclosure of synthetic media in political messaging, some videos supporting Pratt do not include such labels, raising legal and ethical questions.

Observers emphasize the distinction between online popularity and electoral viability. Mike Murphy, a veteran Republican strategist, acknowledged the entertainment value of Pratt’s videos but cautioned that viral success does not necessarily translate into votes. Rob Flaherty, a former deputy campaign manager for Vice President Kamala Harris, described Pratt as a “content machine” but questioned whether his digital presence will ultimately sway the city’s electorate.

As the Los Angeles mayoral contest unfolds, the use of artificial intelligence in political campaigns may set a precedent for future races, highlighting both the opportunities and challenges posed by rapidly advancing technology in the democratic process.