This work by Middle East Monitor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. 

As global public opinion shifts decisively against Israel’s genocidal campaign in Gaza, the occupation state is intensifying efforts to dominate the information space through a network of paid influencers, algorithm manipulation, AI content framing and covert media partnerships. Recent revelations from filings under the US Foreign Agents Registration Act expose a sprawling Israeli propaganda campaign designed to distort public discourse, especially among younger audiences, and deflect mounting accusations of genocide.

At the centre of this campaign is a covert influence operation, exposed in documents filed under the US Foreign Agents Registration Act. The Israeli Ministry of Foreign Affairs, through its contractor Bridges Partners, has reportedly paid up to $7,000 per post for influencers to publish pro-Israel content on platforms such as TikTok and Instagram. 

According to Responsible Statecraft, the “Influencer Campaign” was budgeted at $900,000 to cover 75–90 posts between June and September 2024. The content is being produced under an initiative called the “Esther Project.”

The name bears resemblance to a separate initiative by the right-wing US think tank, the Heritage Foundation, which launched its own “Project Esther” in October 2024. The Heritage campaign aims to identify and counter what it describes as “antisemitic” rhetoric on US campuses and in public discourse—an effort that critics say equates legitimate criticism of Israel with support for terrorism. 

According to Responsible Statecraft, while the two projects are not officially connected, they appear to share ideological aims: conflating Palestinian solidarity and criticism of Israe with extremism in order to delegitimise dissent.

The wider strategy involves not only the dissemination of pro-Israel content but also direct efforts to alter the architecture of information platforms themselves. 

WATCH: MEMO Monitoring: Is Israel losing control of images emerging from Gaza?

A $6 million contract was awarded by the Israeli government to a firm named Clock Tower X LLC, whose leadership includes Brad Parscale, former campaign manager for Donald Trump. The contract focuses on disseminating pro-Israel messaging to Gen Z audiences across TikTok, Instagram, YouTube and other platforms. The firm aims to reach at least 50 million impressions monthly.

Significantly, the Clock Tower contract includes efforts to influence how artificial intelligence tools—such as ChatGPT—respond to questions about Israel and Palestine. The firm plans to launch a network of pro-Israel websites and populate them with content designed to shape how AI models “frame” certain topics. Because tools like ChatGPT learn by drawing on vast amounts of publicly available text from the internet, flooding the web with specific narratives can alter how these models answer sensitive questions.

In practical terms, this means that if someone asks ChatGPT a question about Israeli policies or the situation in Gaza, the AI might be more likely to echo pro-Israel talking points—not because they are factually correct, but because the internet has been strategically seeded with that perspective.

Clock Tower is also using advanced software such as MarketBrew AI—a tool designed to reverse-engineer search engine algorithms—to ensure pro-Israel narratives appear higher in Google and Bing search results. This approach, known as predictive search engine optimisation (SEO), helps push critical or dissenting perspectives further down the rankings, making them less visible to the average reader.

In a related move, Oracle co-founder Larry Ellison—reportedly the single largest private donor to the Israeli military—is expected to play a major role in the acquisition of TikTok. Israeli Prime Minister Benjamin Netanyahu has publicly backed the bid, saying it “could be consequential.”

The entire operation comes as Israel faces growing international condemnation over its ongoing military campaign in Gaza, which has killed more than 68,000 Palestinians—most of them women and children—since October 2023. Recent polling shows that only 9 per cent of Americans aged 18-34 support Israel’s actions, with broader public opinion also shifting.

In remarks to Israeli influencers last week, Netanyahu acknowledged that the digital space is now “the most important” front in Israel’s efforts to justify its war. “You can’t fight today with swords, that doesn’t work very well,” he said. “The most important [weapons] are the social media.”

READ: Israel’s influence on Big Tech: Silencing pro-Palestine media

This work by Middle East Monitor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.