Impact of Artificial Intelligence Personalization on TikTok on Voter Perceptions and Decisions

This study examines the influence of artificial intelligence (AI), particularly in personalizing campaign messages of Prabowo Subianto through TikTok algorithms. The study draws on the Stimulus-Organism-Response Model (S-O-R), information processing theory, and political engagement theory to explain how algorithmically curated political messages may shape emotional engagement and perceptions of political candidates. The study explores how AI can influence voter perception and emotional responses, thereby strengthening their relationship with the political message. A quantitative survey was conducted with a sample of young voters in Java Island, Indonesia (N=455). Data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method to examine the relationship among AI-based personalization. The results indicate that AI-based personalization directly and indirectly affects both voter perception and decision-making among young voters. However, the direct relationship between AI personalization and voting decisions appears weaker, suggesting that algorithmic personalization may influence voter behavior primarily through mediating psychological processes rather than direct persuasion. The main results gathered are that Prabowo Subianto used AI- based personalization to influence voters in the 2024 presidential election. This novelty examines the relationship between digital media(TikTok)-based political communication and AI personalization in shaping voter behavior in developing countries, particularly Indonesia.