AIADMK chief Edappadi K Palaniswami has urged the party's IT wing to play a greater and more effective role by leveraging the latest technology, especially Artificial Intelligence. During a consultation with district office bearers this week, Palaniswami strongly advocated for party members to adapt to technological developments and make their presence vibrant both digitally and in traditional fields. This directive comes in the wake of the Dravidian major being confronted with a generation gap in how it handled social media, impacting its electoral outcomes in comparison with the DMK and the two-year-old TVK.