Parscale previously led digital operations for Israel, and the Bosnian public knows him as the person who, along with Donald Trump Jr., was in Banja Luka earlier this month. As a former associate of U.S. President Donald Trump, Parscale developed a business relationship with Trump Jr. and often accompanies him on such trips. Beyond this business relationship, Parscale frequently works for the government in Tel Aviv, which aligns with this project. Specifically, Parscale, through the company Market Brew in which he invests, will publish online content portraying Israel in a positive light to "steer" chatbots away from spreading what he calls a "negative perspective" about the country. The team created nine websites with content designed to match how AI platforms like ChatGPT think, simulating the type of content they would most likely display. Among these sites are paxpoint.org, which "highlights Israel's ongoing commitment to peace and coexistence," and factsignal.org, which shows how "designating Hamas as a terrorist organization reflects a global consensus," Axios reports. Digital strategists then created a fake AI platform and tested whether it would pull content from these sites. They found that information AI platforms are most likely to pull comes from reliable sources, is written in a factual tone, and is clearly structured. Parscale's team claims they are already seeing results, with popular AI systems incorporating information from these sites into their responses, though they declined to release specific data publicly.