Maxim Behar: “In Bulgaria, politicians speak through the media instead of speaking to each other”

In an interview for the morning show Bulgaria Sutrin, PR expert Maxim Behar discussed the latest trends in political communication, the growing influence of artificial intelligence, and the way Bulgarian politicians engage with the public. The conversation was sparked by a new study from Stanford Graduate School of Business, which shows that political messages generated by artificial intelligence can be just as persuasive as those written by humans.

Maxim emphasized that these findings simply confirm a broader reality: people are paying less and less attention to political speeches and promises. According to him, political messages have become predictable and interchangeable — which makes the use of AI even more natural.

“Political messages have sounded the same for years. AI can generate them perfectly, but the real question is — who is listening?” he commented.

Charisma, not text, wins elections

Maxim explained that in politics, the text itself plays a surprisingly small role. What truly matters is the overall presence of the politician — their charisma, body language, tone, and ability to connect with people.

“There is a study showing that only 7% of the impact of a speech comes from the actual words. The remaining 93% is behavior, gestures, tone, emotion. In this, artificial intelligence still cannot help,” he said.

Social networks as platforms for monologues, not dialogue

Maxim also commented on the behavior of Bulgarian politicians in social media. According to him, most political profiles do not use the “social” element at all — they post messages but avoid communication, disable comments, and do not engage in discussions with citizens.

“A social network is powerful only when there is dialogue. I don’t know a Bulgarian politician who is willing to enter a real debate online, listen to opposing views, and respond. Without interactivity, communication becomes one-way and hollow.”

He compared this with practices in the United States, where political campaigns often rely on interactive digital tools, modern formats, and genuine two-way communication.

“Politicians talk through the media — that’s the real problem”

One of Maxim’s strongest criticisms concerned the lack of direct communication between key political figures in Bulgaria.

“The prime minister and the president talk to each other through the media. Instead of sitting at a table, discussing differences, and finding common ground for a stable Bulgaria, they exchange comments through TV studios. This does not build trust and does not produce solutions.”

In his view, the issue is not the frequency of elections, but the absence of a genuine political culture of dialogue.

What do people really expect?

Maxim shared observations from his conversations with young people, who increasingly prioritize meaning in their work rather than salary or working hours.

“Nine out of ten young people tell me: I want meaning in what I do. This should also be a message to politicians — people expect real solutions, not just words.”

He noted that Bulgaria is moving forward — toward the eurozone, deeper integration in Europe, and a stable international environment — but stressed that these developments must be communicated more clearly and responsibly.

Do we need a Minister of Artificial Intelligence?

The conversation also touched on whether Bulgaria should appoint a Minister of Artificial Intelligence. Maxim suggested a more practical and urgent idea:

“Before thinking about a Minister of Artificial Intelligence, Bulgaria needs a Minister of Image — someone who can create a strategy for how the country looks to the world and how it communicates.”

Maxim Behar’s interview in Bulgaria Sutrin highlighted essential questions about the future of political communication in Bulgaria — from the role of artificial intelligence to the need for authentic dialogue between institutions.

His message was clear:

Quality political communication is not a matter of technology, but of responsibility, sincerity, and the willingness to engage in real conversation.

Watch the full interview here.