Israeli government hires new firm to create content, train ChatGPT to be pro-Israel

The Israeli government has hired a new firm, Clock Tower X, to produce content aimed at Gen Z audiences and to train ChatGPT to take a more pro-Israel stance, according to multiple reports on Monday.

According to reports, Clock Tower was brought on to build new websites designed to influence how artificial intelligence systems, including ChatGPT, frame issues by training them on large datasets.

The firm will also use a search engine optimisation tool called MarketBrew AI, which allows clients to adapt to algorithms and boost their visibility on platforms like Google. This, in turn, will help Israel push certain narratives more prominently online.

Public contracts do not yet spell out what message will be promoted on Israel’s behalf, but the move comes as Tel Aviv faces growing criticism over its war on Gaza.

Filings under the Foreign Agents Registration Act currently state that Clock Tower was hired to help "execute a nationwide campaign in the US to combat antisemitism".

Records also list the company's point of contact as Eran Shayovich, chief of staff at Israel’s foreign affairs ministry. His LinkedIn profile says he is also leading a project to "amplify Israel's strategic communication and public diplomacy efforts".

According to reports, the campaign’s target audience will be Americans who have drifted away from supporting Israel. It will focus on TikTok, YouTube, Instagram, and podcasts, with the aim of generating around 50 million monthly impressions.

Brad Parscale, former manager of Donald Trump's 2020 presidential campaign, has already registered as a representative for Israel's foreign ministry through Clock Tower.

He also disclosed a partnership with German firm HAVAS Media Network. Official documents state that he said the company was being "supervised" by the "state of Israel".

Parscale, who also served as digital media director for Trump’s 2016 campaign, is seen as bringing experience in digital campaigning, AI training, and Gen Z-focused content.

The latest development follows Prime Minister Benjamin Netanyahu's increasing emphasis on social media, which he has described as a "weapon" that Israel can use to its advantage. Netanyahu also met with pro-Israel influencers last week.

The New Arab reached out to Brad Parscale for comment but received no response by the time of publication.

Israel’s war on Gaza has killed more than 66,000 Palestinians since October 2023 and plunged the Strip into a deep humanitarian crisis. Leading rights groups, including Amnesty International, have described the war as genocide.