AI-Generated Ad Sparks Debate in New Jersey Governor's Race

AI Enters the Ring in NJ Governor's Race

Democrat Josh Gottheimer is no stranger to using technology to shape his image. A new political ad featuring him boxing President Trump is obviously AI-generated, but it's a slippery slope. In New Jersey's contentious gubernatorial race, one candidate is leaning on AI to make his case. Democratic Rep. Josh Gottheimer aired a new TV ad over the weekend featuring a deepfake of himself and President Trump duking it out in a boxing ring. "Jersey needs a born fighter who will stand up to Trump's chaos and lower our taxes and costs," Gottheimer writes on X. "I'm ready to go round after round in the ring to protect our families." Gottheimer seems to enjoy using technology to shape his image. Last year, he posted fake Spotify Wrapped results showing that his top five songs were from Jersey-born Bruce Springsteen to show his commitment to the state. After getting called out, he posted his real results, showing Springsteen among his top artists, Billboard reports. The Trump boxing spot could be one of the first official TV ads in a major political race to use AI, NBC News reports. In the 2024 presidential election, deepfakes featured prominently on social media, but not on TV. However, a 2024 study by Google's DeepMind group found that political deepfakes are the top use of malicious AI because they can effectively sway public opinion. Last year, Trump created and posted his creations of former VP Kamala Harris on social media, a few times portraying her as a communist with the hammer and sickle symbol. Elon Musk also shared one portraying Harris discrediting her own credentials. NJ Governor Phil Murphy signed legislation in early April criminalizing the production and dissemination of deepfakes. California Gov. Gavin Newsom signed a similar bill last fall. The NJ bill was "inspired partly" by the advocacy of a high school student whose peers created explicit, AI-generated images of her. However, it also has a focus on election integrity. "Deepfakes are a powerful tool for deception, capable of undermining public trust. And, election interference is not just an attack on a process -- it is an attack on the very foundation of our democracy," NJ Lieutenant Governor Tahesha Way said earlier this month. Gottheimer's ad includes an AI disclosure, and it's also pretty obviously AI (Trump is more of a wrestling fan), but it could be a slippery slope.

Josh Gottheimer uses AI in anti-Trump ad for the New Jersey governor's race

Rep. Josh Gottheimer, a Democratic candidate for governor, speaks at a news conference in Fair Lawn, N.J., on April 15.Kyle Mazza / AP Democratic Rep. Josh Gottheimer argues in his first TV ad of the New Jersey governor's race that he is ready to fight President Donald Trump -- and he's using artificial intelligence to make his case. Gottheimer, who is in his fifth term, portrays himself as a boxer in the ad, shared first with NBC News, which uses AI to show him sparring with Trump in a boxing ring. The spot appears to be one of the first TV ads in a major race to lean significantly on AI. "He's a born fighter. Josh Gottheimer's been fighting for people all his life," a narrator says as images of a young Gottheimer wearing boxing gloves play on screen and as a disclaimer reads, "AI Generated Imagery." The ad goes on to tout Gottheimer's work for Presidents Bill Clinton and Barack Obama on protecting Medicare and Social Security, as well as his efforts to pass infrastructure and gun safety legislation in Congress. Over images of Gottheimer and Trump sparring in a boxing ring, their gloves colliding, the narrator says Gottheimer is "fighting for Jersey to stop Donald Trump's tariffs and chaos. Now he's ready for the big one." "As governor, I'll cut property taxes by 15%, cut taxes for seniors and lower costs," Gottheimer says into the camera. "It's not impossible. I'll fight to get it done and always get your back." The ad is backed by a multimillion-dollar buy, according to Gottheimer's campaign. "As governor, I'll battle Trump when he messes with Jersey families and fight to get taxes and costs down," Gottheimer said in a statement to NBC News. "I'm not afraid to get in the ring and go as many rounds as needed until we win." Gottheimer's hitting the airwaves is the latest sign that the crowded Democratic field is heating up ahead of the June 10 contest to succeed term-limited Democratic Gov. Phil Murphy. The top candidates include Gottheimer, Rep. Mikie Sherrill, Newark Mayor Ras Baraka, Jersey City Mayor Steve Fulop, former state Sen. Steve Sweeney and Sean Spiller, the head of the state teachers union. More than $36 million has already been spent on ads in the race, according to the ad-tracking firm AdImpact, with the pro-Gottheimer super PAC Affordable New Jersey accounting for a third of the spending. The New Jersey contest is one of two governor's races this year, along with Virginia's, and both are expected to be competitive. Trump made significant gains in New Jersey in November but lost the state by 6 points.