Pakistan-based terror outfit Jaish-e-Mohammed (JeM) has reportedly initiated a major push into artificial intelligence, generating fake audio and video clips of its chief Masood Azhar to rebuild a cadre base that has been in sharp decline since Operation Sindoor. Indian intelligence agencies say the move is a direct response to recruitment failures stemming from Azhar's prolonged absence from public view.

Why JeM Turned to AI

During Operation Sindoor, the JeM headquarters in Bahawalpur was destroyed and several cadres were killed, including close family members of Masood Azhar. The operation, carried out by Indian armed forces to avenge the Pahalgam attack in which several tourists were killed, dealt a severe blow to the outfit's leadership structure and morale.

With Azhar largely absent from public life since, recruitment efforts stalled. Potential recruits began questioning his whereabouts and refused to join an organisation whose leader they believed was inactive. Existing cadres, too, saw their morale erode.

Earlier attempts to paper over the crisis failed. 'Several audio and video clips that were circulated to boost both the morale as well as recruitments were called out as old and recycled. This led to the Jaish deciding to use AI extensively to change the narrative,' an Intelligence Bureau official said.

How the Deepfakes Are Being Used

The AI-generated clips are designed to portray a 'rejuvenated' Masood Azhar making strong calls for recruitment and urging followers to wage jihad against India. The goal, according to intelligence officials, is to send a clear message that Azhar remains active and in command.

Notably, the targeting is deliberate. 'The push has been exclusively made to the slightly uneducated cadres and recruits. This is deliberate as these persons do not have the capabilities of running fact checks or verifying the authenticity of the clips,' the official said. Awareness of generative AI and deepfake technology is reportedly very low in the demographics JeM is targeting.

For the Indian market, the clips are reportedly being tailored by region, with content produced in local languages. The outfit has deliberately focused on rural audiences from lower socio-economic strata, where digital media literacy remains limited.

Broader Terror Landscape and AI Adoption

Intelligence assessments indicate that Islamic State was among the first terror organisations to exploit AI, followed by Al-Qaeda, which is also ramping up its use of the technology. Pakistan-based outfits such as Lashkar-e-Taiba (LeT) and JeM have, until recently, largely relied on conventional methods of communication and mobilisation. JeM's current shift marks a significant tactical evolution for the outfit.

Succession Concerns Behind the Push

Intelligence officials say the AI strategy is not merely about the present recruitment crisis — it is also a bridge to the future. According to officials, Azhar is reportedly in poor health and is 'incapable of leading from the front.' The JeM is said to be using AI-generated content to buy time while it identifies a credible successor.

'By using AI-generated videos, the Jaish not only plans to enhance the recruitment drive, but also seeks to buy time until it finds a replacement,' an official said. The outfit recognises that without a strong successor in place, its long-term viability is at risk.

Security Implications

The development raises fresh concerns for Indian counter-terrorism agencies, which must now contend with synthetic media as a tool of radicalisation. The challenge is compounded by the fact that for ordinary recruits and low-literacy audiences, distinguishing AI-generated content from authentic footage is increasingly difficult. Security agencies are expected to step up digital surveillance and awareness campaigns in vulnerable regions as JeM's AI-driven outreach extends deeper into rural India.