Israel Invests Heavily in AI Influence Campaigns Amid Global Image Crisis

Israel is significantly expanding its global public diplomacy efforts, allocating substantial funds to influence how artificial intelligence platforms like ChatGPT present information about the country and its actions. This initiative, spearheaded by Foreign Minister Gideon Saar, involves a budget of 545 million shekels (approximately $150 million) to bolster Israel's global messaging.

The strategy targets large language models, recognizing their growing role as a source of information and a mediator of reality for many users. Israel aims to ensure these AI systems portray its narrative favorably, particularly in the context of international criticism following the Gaza conflict. This involves creating and optimizing content that AI models are likely to find, deem credible, and cite in their responses, a practice referred to as Generative Engine Optimization (GEO).

Investigations by The Guardian and Axios revealed that Israeli government entities, including the Foreign Ministry and the Prime Minister's Office, are contracting with US-based media and PR firms. These firms, such as Piro Inc. and Clock Tower X (founded by a former Trump campaign manager), are tasked with generating vast amounts of content designed to influence AI outputs. These efforts are documented through filings under the US Foreign Agents Registration Act (FARA), which mandates transparency for entities acting on behalf of foreign governments.

This shift towards direct public funding of influence campaigns, including AI optimization, comes as traditional pro-Israel lobbying in the US, like AIPAC, faces challenges. Declining support among certain demographics and political shifts have prompted Israel to seek new avenues to shape global public opinion. The total government spending on public diplomacy has surged, with estimates reaching over $1 billion since October 7, 2023, including over $100 million in the US alone for FARA-registered activities.

Despite the massive investment in sophisticated technological and media strategies, the article suggests that Israel's image crisis persists, with a documentary film like 'No. 10' gaining significant international traction, highlighting the limitations of influence campaigns in altering perceived reality.