Israel is conducting a multimillion-dollar influence campaign in the United States to bolster its reputation amid criticism of its policies, particularly regarding the ongoing conflict with Hamas and broader regional tensions.
The Wall Street Journal reports the effort relies on influencers, Trump administration allies, conservative media networks, AI-generated content, and mass text messaging. At the center is a contract exceeding $45 million with Brad Parscale, a former Trump campaign digital strategist and current chief strategy officer at the conservative Salem Media Group.
The campaign, registered under the Foreign Agents Registration Act (FARA), was publicly positioned as combating rising antisemitism online. It began intensifying after events like the October 7, 2023, Hamas attacks and has continued through shifts in U.S. administrations.
Israel has faced declining support among younger Americans and some conservative circles, especially following high civilian casualties in Gaza and debates over ceasefires. The Israeli government turned to U.S.-based digital experts to counter this trend and maintain strong bipartisan backing in Washington.
Parscale, known for his data-driven work on Trump’s 2016 and 2020 campaigns, brings extensive experience in micro-targeting and online amplification. His dual role at Salem Media has drawn scrutiny, though he has stated that the Israel contract does not directly influence Salem hosts or independent voices.
Parscale’s firm, Clock Tower X, receives about $1.5 million per month for the work, which includes producing pro-Israel content, targeting younger audiences, and shaping online narratives.
Core Elements of the Campaign
Core Elements of the Campaign
- Mass AI-driven outreach: Automated text messages sent to Americans, often framed as coming from “peace” organizations, to promote positive views of Israel.
- Social media and Gen Z focus: Creation of at least 100 original pieces of content monthly, with 80% aimed at TikTok, Instagram, YouTube, and podcasts. The goal is 50 million digital impressions per month.
- AI model influence: Efforts to steer how tools like ChatGPT, Claude, and Gemini describe Israel and the war.
- Conservative media integration: Initial plans included embedding narrative messages into Salem Media properties and aligned channels, home to hosts such as Hugh Hewitt, Scott Jennings, and Lara Trump.
- Influencer partnerships: Funding through entities like Influentable, which pays creators for posts.
Israel has faced declining support among younger Americans and some conservative circles, especially following high civilian casualties in Gaza and debates over ceasefires. The Israeli government turned to U.S.-based digital experts to counter this trend and maintain strong bipartisan backing in Washington.
Parscale, known for his data-driven work on Trump’s 2016 and 2020 campaigns, brings extensive experience in micro-targeting and online amplification. His dual role at Salem Media has drawn scrutiny, though he has stated that the Israel contract does not directly influence Salem hosts or independent voices.