How did the far-right Alternative for Germany (AfD) double its vote share in 2025? By using crisis narratives, AI-generated propaganda, and strategic fearmongering.
This study examines AfD’s online messaging in the three months leading up to the election, analysing over 53, 000 Facebook posts from more than 950 AfD-affiliated accounts. The findings reveal how the party used divisive rhetoric to mobilise support, while heavily attacking political opponents, particularly the Christian Democratic Union (CDU).
A major theme in AfD’s messaging was the idea of a nation in crisis. Party-affiliated pages frequently referenced a “better” Germany, often positioning the country’s supposed decline as beginning in 2015, when Germany accepted large numbers of refugees. Word pair analysis identified recurring crisis narratives, reinforcing the idea that Germany was at a turning point. Crime, migration, and economic hardship were repeatedly framed as existential threats, with blame placed squarely on rival parties.
AfD pages also capitalised on violent incidents to advance their political agenda. The 20 December 2024 car attack in Magdeburg, the 22 January knife stabbing in Aschaffenburg, and the 13 February car attack in Munich were all extensively covered, with posts blaming asylum policies for the attacks. Some messages went further, using terms like “firewall deaths” (Brandmauertote) to directly accuse CDU policies of endangering citizens. These posts did not focus on providing information but rather on emotional priming, creating a sense of fear and urgency to support AfD’s calls for stricter immigration laws.
AI played a growing role in the party’s online campaign as well. AfD pages frequently used AI-generated images and videos, often without disclosure. These visuals served multiple purposes, from attacking political opponents to reinforcing the narrative of a Germany in decline. In one instance, following the Aschaffenburg attack, Björn Höcke shared an AI-generated image of a dark-skinned man looming behind blonde children, despite the real victim having an immigrant background. AI was also used to depict impoverished cityscapes, creating an exaggerated sense of economic collapse.
AfD’s messaging also extended beyond domestic politics, with international figures playing a notable role. Some of the most engaged posts came from content celebrating Elon Musk’s public video call with lead AfD candidate Alice Weidel. The party also hailed Meta’s decision to remove fact-checking on its US platforms as a victory against “censorship, ” calling for similar changes in Europe. These digital developments were framed as part of a broader fight against media control and political suppression.
Overall, the research highlights how the AfD blends AI-generated misinformation, emotional priming, and aggressive political attacks to drive engagement. AfD’s Facebook strategy relied on amplifying fear, fostering distrust in mainstream politics, and leveraging AI-generated content to shape public perception. By intertwining security concerns, economic grievances, and anti-immigration rhetoric, the party positioned itself as the only viable alternative to Germany’s political establishment. Read the full report to explore the data and methodology, as well the detailed findings.
