This article analyzes the campaigns of Lithuanian political parties in the 2024 parliamentary election through the lens of modern political campaigning. Based on interviews with campaign managers from seven parties that each received more than 4 percent of the vote, the study examines campaign planning, communication strategies, expert involvement, data use, voter segmentation, targeted communication, and artificial intelligence. The findings show that Lithuanian campaigns display some features of modern campaigning, but their implementation remains limited. Campaign planning is not always systematic, while data, technology and artificial intelligence are only partially integrated into strategic decision-making. A comparison of the year 2016 and 2024 parliamentary election campaigns also reveals signs of campaign development along with elements of continuity, stagnation, or regression.
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