Political ads have used impersonation before, and the Trump-generated voice in the Never Back Down ad does not sound entirely natural. Still, the spot highlights what could be the next frontier of campaign advertising: The use of AI-generated content to produce increasingly difficult to identify, so-called deepfakes.

“The blatant use of AI to fabricate President Trump’s voice is a desperate attempt by Always Back Down and Jeff Roe to deceive the American public because they know DeSanctimonious’ campaign is on life support,” said Trump campaign senior adviser Chris LaCivita, referring to a top official with the pro-DeSantis super PAC. “After losing big donors and slashing their staff, they have now outsourced their work to AI just like they would like to outsource American jobs to China.”

Never Back Down had previously used AI to superimpose a fighter jet into a pro-DeSantis ad.