For months now, Guillermo Moreno found in social networks an unexpected scenario to rebuild political centrality. Far from the large party apparatuses and the territorial structure that historically characterized Peronism, the former Secretary of Internal Trade managed in recent years to position himself as a digital phenomenon through a strategy based on viral videos, broadcasts on digital platforms, clippings of interviews and, more recently, the intensive use of artificial intelligence tools to amplify his political message.
After the electoral defeat of Peronism in 2015, Moreno began a process of political differentiation that deepened with the arrival of Alberto Fernandez to the Pink House. From the beginning of that administration he maintained that the government had abandoned the doctrinal principles of Peronism to adopt positions that he defined as social democrats or progressives.
With the arrival of Javier Milei To power, Moreno found a new ideological adversary. Although he recognized that the current president had made an accurate diagnosis of the severity of the inherited crisis, he considers that the solution proposed by libertarianism is incompatible with the Peronist doctrine and with the Argentine economic structure. In different reports he defined the libertarian project as an unviable anarcho-capitalist experiment and maintained that the economic policies of La Libertad Avanza deepened pre-existing problems instead of solving them.
For this reason, the social media account of former official K is used to attack the two currents of thought that, according to him, are not compatible with the ideology of social justice created by Juan Domingo Perón. At the same time, many analysts agree that the leader of the group Principles and Values He went from being a leader associated with the Kirchner administration to becoming a recurring figure in the algorithms of TikTok, Instagram, X and YouTube, where his phrases, debates and definitions usually accumulate thousands of views.
This double criticism of Fernández’s progressivism and Milei’s libertarianism constitutes today one of the central axes of Moreno’s speech. The leader tries to present himself as a representative of a third position based on economic nationalism, industrialization and the classic Justicialist doctrine. From that perspective he usually questions both sectors of Christian Kirchnerism and libertarian references, arguing that both moved away from the historical principles of the Peronist movement.
In this process of political reconstruction, social networks became a fundamental tool. Moreno and his team understood that much of contemporary public debate takes place on digital platforms and began to produce content specifically designed for viral circulation. Fragments of television interviews, discussions with journalists, economic explanations and ideological definitions are edited in short formats that then circulate massively among young users. Different studies on political communication indicated that this strategy allowed a leader with little electoral representation to achieve a digital presence significantly greater than that of many leaders with greater institutional weight.
During the last few months, in addition, a new stage in this digital strategy began to be observed: the use of artificial intelligence to generate images, videos and graphic pieces intended to reinforce political messages. In different publications disseminated by supporters and accounts associated with his space, AI-generated representations appear where Moreno is portrayed with cinematic aesthetics, as the conductor of historical processes or starring in symbolic scenes linked to Peronism. Montages also circulated showing him touring factories, leading caravans or talking with historical figures of the Justicialist movement.
In other cases, artificial intelligence was used to produce humorous or satirical images aimed at questioning rival leaders. The publications usually combine historical references, doctrinal slogans and visual elements designed to capture attention on platforms such as Instagram and This type of resources seeks to increase the reach of publications and facilitate their viralization among young audiences accustomed to consuming visual content.
The messages disseminated through these tools tend to maintain the central ideas that Moreno expresses in interviews and party events. Concepts such as “organized community”, “productive economy”, “capital and work” or criticisms of globalism, progressivism and libertarianism appear in them. Artificial intelligence thus functions as a visual complement to a discourse that preserves the leader’s traditional doctrinal axes but seeks to adapt to new digital languages.
The result is a unique phenomenon within contemporary Argentine politics. A leader identified with orthodox Peronism and with methods of political construction typical of another era, found in the most advanced technological tools a way to revitalize his public presence.
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