The Israeli market is undergoing a fundamental transformation in communication and brand building. According to a joint study by 5WPR and Louder agencies, Israel ranks first globally in Anthropic's AI Usage Index (AUI). With a score of 4.9x, it surpassed Singapore (4.19x) and the United States (3.39x). This trend fundamentally changes the way public relations (PR) professionals approach information dissemination.
The high rate of adoption of large language models (LLMs), specifically the Claude model, means that audiences today form their first impression of a brand through AI-generated responses. Israeli buyers, journalists, and investors are increasingly working with AI-generated summaries instead of reading original press releases or websites. The definition of a brand's “owned assets” is thus expanding to include the AI information layer, meaning how models describe the company, how they frame it against competitors, and how accurate this information is.
“The traditional list of assets – website, blog, press center – is now complemented by how a brand is described within AI models. However, most companies have not yet systematically audited their presence in this layer,” the study states.
The change also affects the structure of companies and their PR needs. As an example, the study cites the Israeli cybersecurity startup Above Security, which managed to raise an investment of 43 million dollars with a team of only ten people during its first eight months of existence. Agency models must adapt to smaller teams with a more aggressive pace, which requires deploying strategic thinking, narrative, and brand positioning in the early stages of a company's development, not just in advanced investment rounds.
Another key factor is bilingualism. Thanks to significant improvements in LLM capabilities in Hebrew, the purchasing process in Israel often takes place in a combination of English and Hebrew. For global brands entering the market, communication exclusively in one language thus becomes a barrier. According to a November 2025 survey by the Israel Innovation Authority, 95% of Israeli tech workers regularly use AI tools.
The study recommends five practical steps for PR professionals:
Conduct regular audits in the environment of major LLMs (Claude, ChatGPT, Gemini).
View primary research and data as the most important assets, as AI models only cite what can be verified.
Adapt website architecture for “AI compression” so that models do not create misleading summaries from fragmented information.
Consider bilingual publishing as standard, not a premium service.
Prepare for smaller, but more senior client teams with high decision-making speed.
According to the study's authors, Israel's result in the AUI index is not just an isolated statistic, but a prediction of what the market will look like in other developed economies within 12 to 18 months.