Imagine waking up tomorrow to discover that MLB commissioner Rob Manfeld made another rule change to America’s pastime: All performance-enhancing drugs are legal. Imagine the increases in strength, speed, and stamina that baseball would have to contend with as players from every team experimented with pharmaceutical cocktails to give them the ultimate advantage.

What we’re about to see in the 2024 election cycle, with the introduction of artificial intelligence, is the rise of "performance-enhancing digital." 

AI will revolutionize politics in the months ahead. Across America, digital agencies and operatives – Democrat and Republican – are already experimenting, and while the outcomes are difficult to predict, the differentiating factor for the winning side will be who best leverages AI to its full potential.

For starters, there are extraordinary applications for AI to navigate the oceans of data that campaigns produce. But, while there is plenty of hype around ChatGPT and the myriad of new AI tools introduced in recent months, machine-learning tools from companies like Facebook, Google and Trade Desk have been helping the best agencies accomplish their tasks for years.