This research investigates the use of Artificial Intelligence (AI) in contemporary political communication through a case study of the 2024 Indonesian presidential candidates, Prabowo and Gibran’s campaign on Instagram. This research focuses on how political candidates are represented through AI. By analyzing Instagram content, this research aims to reveal how AI contributes to the formulation of tailored political messages and the cultivation of candidates’ images on social media platforms. This research collects Prabowo and Gibran’s campaign images on Instagram and analyzes them using semiotic analysis methods to explore the meaning of messages based on Roland Barthes’ model which includes denotation emphasizes unity, happiness, and positive leadership. Connotations of gentleness, joy and seriousness of the leader enrich the message conveyed. Each image carries a myth message of political unity and concern for the future. This research examines Prabowo and Gibran’s campaigns to reveal the complex ways AI is integrated into political communication. This research provides valuable insights for political strategists, technologists, and scholars, and offers a perspective on the symbiotic relationship between AI technology, social media, and the complex dynamics of political campaigns on Instagram.