Sweden sees rising AI use and shifting social media influence

Recent data from Medieakademin’s Maktbarometer indicates that the Sweden Democrats (SD) maintain their position as the most influential political party on social media for the third consecutive year, though a slight downward trend was noted among left-wing political accounts. In the economic sector, influence is shared between politicians, bankers, and ‘finfluencers’ who utilize platforms like YouTube, TikTok, and Instagram to reach younger audiences.

Complementary research from Internetstiftelsen highlights the growing role of artificial intelligence in the Swedish democratic process. Following recent elections, approximately one in ten Swedes reported using AI specifically to gather information or advice regarding how to vote. The use of AI services to write about politics or societal issues has doubled since the beginning of the year, rising from one in ten to two in ten citizens. This trend is particularly pronounced among first-time voters, where usage increased from one in four to over one in three. While Instagram is rising as a key source for political information, researchers noted that increased AI usage does not automatically mean voters placed decisive weight on AI-generated answers when making their final decisions.