In 2026, Spencer Pratt, a media personality known for his role in MTV’s The Hills, announced his candidacy for mayor of Los Angeles. He entered the race as a Republican to unseat the incumbent Democratic Mayor Karen Bass after experiencing personal tragedy with the loss of his home in the Palisades Fire of 2025. His campaign has garnered attention for its unconventional nature, relying on social media strategies including AI-generated videos which Pratt claims to be fan-produced, despite scrutiny from both critics and the incumbent. Pratt's celebrity endorsements have largely come through social media rather than direct financial contributions, with notable personalities expressing support through comments and likes. One of his supporters, journalist Bush, noted that while he hasn’t donated to Pratt's campaign, he is co-hosting a fundraising event for him and believes in his potential to win, despite not residing in Los Angeles. This kind of support reflects a shift in how celebrity backing is perceived in politics today, moving beyond traditional endorsements to forms of engagement that resonate with a new audience. Current polling indicates that Pratt may secure a significant portion of both the independent and Democratic votes, putting him in a competitive position against Bass. His campaign has consistently addressed critical issues such as the aftermath of natural disasters and homelessness in the city, positions that appeal to voters seeking a change. At the same time, there are concerns regarding the ethical implications of using AI in political campaigns, with critics warning about the potential dangers of misinformation and the impact of these tactics on public trust in electoral processes. The outcome of this election could signal a broader change in political campaigning where unconventional approaches and the influence of social media play a central role. If successful, Pratt’s campaign might challenge the traditional political landscape of Los Angeles, a historically progressive city, paving the way for future candidates to adopt similar strategies. The effectiveness of Pratt’s reliance on social media and AI-generated content remains to be seen, as it could either reinvigorate political engagement or lead to further disillusionment among voters.