Israel Spends $45M on AI and Influencers to Counter US Public Opinion Slide

What Happened

Israel is conducting a massive, multi-million-dollar influence operation in the United States aimed at reversing a sharp decline in American public support. A March Pew Research poll showed that about 60% of U.S. adults now hold an unfavorable view of Israel, driven largely by its military campaigns in Gaza and Iran. To counter this, the Israeli government has retained at least six firms, signed a contract worth more than $45 million with longtime Trump advisor Brad Parscale, and set a 2026 budget of over $700 million to “shape consciousness” globally.

The campaign deploys novel AI-powered text messages from a group called Friends for Peace, which millions of Americans have received, asking their opinions on U.S.-Israel-Iran peace talks. The texts are generated by AI but claim human involvement. Other elements include paying conservative media company Salem Media for advertising, targeting megachurch attendees and Christian college students through a geofencing campaign, and working with social media influencers on both the right and the left without always disclosing the paid relationship. Vice President JD Vance recently accused Israel’s effort of trying to manipulate U.S. public opinion to prolong the war.

Why does this matter? The campaign illustrates a new frontier in state-sponsored persuasion, blending AI chatbots, influencer payments, and targeted advertising to alter the information environment. It also highlights the tension between Israel’s need to shore up its key ally’s support and the risk of being seen as meddling in U.S. domestic politics. The operation has drawn criticism from figures like Steve Bannon, who questioned how a conservative talk network could be run by a registered foreign agent.

What comes next? The campaign will likely intensify its online content creation designed to improve AI chatbot results about Israel. Meanwhile, the U.S. Justice Department and Congress may scrutinize such foreign influence efforts more closely, potentially tightening disclosure requirements under FARA. The long-term effectiveness remains uncertain—early indications suggest even recipients who support Israel find AI-driven conversations disingenuous, and the tactic may further erode trust.

Behind the Headlines

Companies & Key Players

Brad Parscale: Former Trump campaign manager, now a registered foreign agent for Israel. His company’s $45M+ contract covers AI text campaigns, websites, and narrative integration into conservative media. Parscale is also chief strategy officer at Salem Media, a major conservative talk network, creating a potential conflict of interest.

Salem Media: Hosts popular conservative hosts like Hugh Hewitt and Lara Trump. The company insists hosts are not paid to push Israeli messaging, but the network has received over $500,000 in ads from Parscale’s contract. Its CEO says hosts speak independently.

Sparkfire: The firm running the AI text message operation, paid $6.5 million as of mid-May. Claims human team members are involved, but recipients describe circular, bot-like conversations.

Show Faith by Works: A group created to target megachurch attendees and Christian college students with pro-Israel messaging, linking Palestinians with extremist factions. Budget over $3 million, though it has since pivoted to a mobile museum.

Yoav Davis & other influencers: Runs the @Jews_of_NY Instagram account (193K followers) and a marketing company contracted by Israel. He posts pro-Israel content without disclosing payment. Israel has also paid evangelical influencers like Stefanie and Caleb Rouse for “strategic marketing promotion.”

Israeli Government: The foreign ministry and Prime Minister Netanyahu are driving the strategy, viewing social media as the primary cause of Israel’s image decline.

Competitive Landscape

This is not a commercial market but an influence marketplace. Israel competes with Iran, the pro-Palestinian movement, and other nations such as Qatar that have long run influence operations in the U.S. Israel’s spending will likely surpass all other foreign disclosures this year. The key competitive dynamic is the battle for narrative dominance: pro-Israel messaging versus pro-Palestinian and anti-war voices. Traditional lobbying is being supplemented by AI-generated outreach and undisclosed influencer payments, which may give Israel a temporary advantage but risks a regulatory backlash that could level the playing field.

Macro Trend

This development exemplifies the weaponization of AI and digital platforms for state-sponsored information warfare. It intersects with broader trends of declining trust in media, the fragmentation of public discourse, and the growing sophistication of foreign interference in democracies. Israel’s campaign is a case study in how nations are adapting to a world where public opinion can be swayed not just through diplomacy but through algorithmic manipulation and micro-targeting.

Regulatory Perspective

The campaign is squarely under the Foreign Agents Registration Act (FARA), which requires disclosure of political activities conducted on behalf of foreign principals. The scale and opaqueness of some operations—like the fictitious Friends for Peace group—may prompt the Department of Justice to enhance enforcement. Lawmakers could push for stricter rules on AI-generated political messages and require clearer disclosure of influencer payments. Companies involved face legal risk if they fail to register or misrepresent their activities.

Reputation Perspective

For Israel, the campaign could backfire if perceived as manipulative. Conservative media outlets like Salem Media risk accusations of selling their editorial independence. Influencers who fail to disclose paid relationships may lose credibility. The Vice President’s accusation that the campaign undermines peace talks amplifies the reputational damage. Even if the effort temporarily shifts some opinions, a backlash could harden negative views and tarnish Israel’s brand as a democratic ally.

Strategic Impact

Short term (0–6 months): Increased scrutiny from U.S. officials and media. Potential congressional hearings. Hosts on Salem may face pressure to address the arrangement, possibly distancing themselves. AI chatbot seeding may begin to show effects on how ChatGPT and Claude answer questions about Israel.

Medium term (6–24 months): If public opinion stabilizes or improves, Israel may consider the investment a success and expand the model to other countries. However, if the campaign is seen as a failure or a scandal, it could accelerate the decline in U.S. elite support and lead to stricter foreign influence laws. The Trump administration’s stance will be critical; Vice President Vance’s criticism suggests internal White House divisions.

Long term (2–5 years): The use of AI in influence campaigns will become commonplace, requiring new international norms. Israel may need to shift from covert tactics to more transparent public diplomacy. The relationship between the U.S. and Israel could be strained if the campaign is perceived as an attempt to undermine American sovereignty, affecting defense cooperation and aid.

Winners

• AI and influence firms like Sparkfire and Parscale’s companies gain lucrative government contracts and a proof of concept for state clients.
• Conservative media that receive ad dollars without altering editorial lines may see a revenue boost.
• Hardline Israeli policymakers who benefit from continued U.S. support for military operations could see their objectives advanced if the campaign succeeds.

Losers

• U.S. diplomatic credibility: The appearance that a foreign government is trying to manipulate peace talks undermines the U.S. role as an honest broker.
• Media credibility: Outlets and influencers caught accepting undisclosed payments risk long-term audience trust erosion.
• Pro-Palestinian and peace movements: Face a well-funded, data-driven counter-campaign that can drown out their messaging.
• Unwitting AI chatbot users who may receive biased information shaped by the campaign’s SEO and content seeding.

Executive Action Plan

Critical Insight

Israel's $45M AI-powered influence campaign is a high-risk, high-reward bet that could either slow the decline in U.S. public support or trigger a regulatory and reputational backlash that accelerates it—executives in media, tech, and diplomacy must monitor this blueprint for future state-sponsored information warfare.

Executive Implications

For business leaders, this story is a warning about the evolving landscape of foreign influence. Any company that runs digital advertising, relies on influencer marketing, or operates a media platform must recognize the rising use of AI-generated propaganda and the potential for their channels to be co-opted. Additionally, the increasing scrutiny under FARA means that consulting, PR, and marketing firms working with foreign governments face growing legal and reputation risks.

Short-Term Actions (0–6 Months)

• Conduct a compliance review of all government contracts to ensure full FARA registration and disclosure.
• Audit influencer and media partnerships for undisclosed foreign funding.
• Prepare public statements to address any association with similar campaigns.
• Monitor U.S. congressional activity regarding foreign influence regulation.

Medium-Term Actions (6–24 Months)

• Invest in AI detection tools to identify coordinated inauthentic behavior on owned platforms.
• Develop transparent policies for political and issue advertising, especially when AI-generated content is involved.
• Engage in industry coalitions to establish ethical guidelines for AI in political communication.
• Diversify lobbying and public affairs strategies away from opaque, AI-driven tactics toward genuine grassroots engagement.

Long-Term Actions (2–5 Years)

• Build crisis response plans for scenarios where the company is accused of facilitating foreign influence.
• Advocate for clear regulatory frameworks that balance free speech with national security.
• Shift marketing and public affairs models toward authentic, values-based messaging to preserve long-term trust.

Top Five Strategic Priorities

1. Immediately verify all foreign principal relationships and ensure legal compliance.
2. Strengthen internal vetting processes for digital advertising and influencer contracts.
3. Proactively disclose any past or present involvement with similar influence campaigns to preempt media investigations.
4. Invest in AI literacy and detection capabilities across the organization.
5. Position the company as a voice for transparency in political advertising to differentiate from shady operators.

Key Performance Indicators (KPIs)

• Number of FARA-registered contracts and level of compliance.
• Sentiment analysis of US public opinion toward Israel (quarterly tracking).
• Media mentions linking the company to foreign influence (volume and tone).
• Regulatory developments: new bills or enforcement actions related to AI in political ads.
• Churn or growth of trust metrics among key customer segments sensitive to corporate ethics.