Artificial Intelligence, Electoral Communication, and Democratic Accountability: Young Voters’ Perceptions during Albania’s 2025 Parliamentary Elections

This study examines the role of artificial intelligence in political communication during Albania’s 2025 parliamentary election campaign, focusing on young voters aged 18-25. Using a mixed-methods design, the research combines an online questionnaire with 360 respondents and four structured interviews with technology/media experts and parliamentary candidates. Quantitative data were analyzed through descriptive statistics, multi-response analysis, and reliability testing in SPSS, while qualitative interviews contextualized the strategic, ethical, and communicative dimensions of artificial intelligence use. The study conceptualizes artificial intelligence both as a visible tool for producing campaign content and as a less visible infrastructure linked to personalization, microtargeting, algorithmic filtering, and data-driven circulation. Findings reveal a significant gap between digital exposure and critical awareness: 59.5% of respondents reported being slightly or not informed about artificial intelligence use, while videos and animations were the most recognized forms. The Socialist Party was most frequently associated with such content, whereas fake news and manipulated information represented the main concern. The study argues that artificial intelligence can support electoral innovation, but its democratic value depends on transparency, accountability, media literacy, and data protection.