The digital voter is no longer a concept of the future, but a reality that defines elections in Mexico. In 2018, social media played a key role in Andrés Manuel López Obrador's presidential campaign, but in 2024, its impact was refined through the use of artificial intelligence and big data to segment messages and optimize resources. In the 2027 elections, with a projection of at least 120 million social media users in Mexico, the challenge will not only be to have a digital presence but to precisely decode the emotions and concerns of the electorate with surgical precision.
Data science plays a decisive role in analyzing the vast flow of conversations on social media, measuring voter sentiment, and transforming that information into strategic narratives that connect with the audience. As stated in a recent study, more than 60 percent of citizens in Mexico get their political information through social media, which forces political strategists to rethink their approaches.
The impact of data science on electoral decision-making is undeniable. Platforms like Facebook and Twitter are no longer simple showcases but sophisticated segmentation tools that allow for impressive voter profiling. It is noteworthy that Donald Trump and Javier Milei have managed to connect with the electorate through meticulously designed narratives based on data analysis.
In the midterm elections in Mexico, the competition will be dominated by technology, but even more so by the ability to analyze and interpret data accurately. Only those who master the data will be able to connect with the electorate and win elections. A viral video can redefine a campaign in a matter of hours, and those with the right tools to react quickly will set the pace.
The digital voter is now at the center of the strategy and not just an actor in politics: they are the ones who redefine it. Those who can best decipher the mood of the digital voter and build high-impact narratives will have an unmatched advantage. Data science has ceased to be a complementary resource and has become the key to the success of any political strategy. The transition is evident.
Artificial intelligence allows for the analysis of millions of interactions and the instant detection of changes in public perception. The era of the digital voter has arrived, and understanding it deeply is essential for achieving political success today.
