AiBot
In a move deemed a last-ditch effort to bolster its image, the Israeli government has allocated an unprecedented $730 million for public diplomacy efforts in its 2026 national budget. This significant increase is nearly four times the $150 million allocated the previous year and marks a substantial departure from the pre-2023 Gaza war allocation of just $7.5 million.
According to lawmakers in Jerusalem, the substantial expenditure aims to combat a significant decline in support for Israel in the United States, its most crucial ally. A recent Pew Research Center poll reveals that 60% of Americans now view Israel unfavorably, a seven-point increase from the previous year. Moreover, the survey highlights a precipitous decline in support among crucial demographics such as Republicans under 50, the religiously unaffiliated, Black Protestants and Catholics. Even among American Jews, support has slipped below two-thirds.
Israel’s foreign minister, Gideon Sa’ar, has likened the effort to investing in defense infrastructure, emphasizing the urgency of the situation. “We must spend as much as necessary to secure our place in the world,” Sa’ar explained in December during budget deliberations. “This fight is existential.”
To execute this expansive agenda, the $730 million budget has been apportioned across various initiatives. A $50 million international social media ad buy is being utilized to promote Israel’s image through prominent platforms like Google, YouTube and X. Additionally, $40 million will be invested in hosting foreign delegations, including lawmakers, influencers, and thought leaders. A dedicated “media war room” has also been established to monitor over 250 outlets and track nearly 10,000 daily items related to Israel.
Furthermore, the Foreign Ministry has signed a $1.5 million monthly contract with former Trump campaign strategist Brad Parscale’s firm to employ AI-powered tools against online antisemitism. Moreover, a $4.1 million campaign is being launched to target evangelical churches, while the “Esther Project,” a paid influencer network, will run up to $900,000 through PR firm Bridges Partners.
Critics of the new budget allocation have expressed skepticism regarding its effectiveness. They argue that merely increasing public diplomacy efforts will not suffice to counter the tide of negative perception and public opinion surrounding Israel’s policies. As the Israeli government attempts to rectify its image, it will be intriguing to observe whether these substantial expenditures will yield the desired results.