Artificial Intelligence as a Tool of Soft Power among Major Powers

Research Idea: This research examines how artificial intelligence (AI) is reshaping the structure and practice of soft power through a comparative analysis of the United States, China, and the European Union. It argues that AI is no longer merely a technological or economic asset but a strategic capability for shaping preferences, managing perceptions, promoting values, and creating digital dependencies.

Objective: The research aims to examine how these three major powers employ AI to enhance their soft power and identify the principal mechanisms through which AI generates technological, cultural, and normative influence.

Methodology: The research employs an analytical-comparative approach and a case-study method, drawing on specialized literature, official documents, and relevant reports.

Results: The findings show that the United States leverages its technology companies, digital platforms, advanced AI models, semiconductors, and computing infrastructure to expand cultural and institutional influence and integrate partners into a U.S.-cantered digital ecosystem. China combines AI with discursive power, the Digital Silk Road, infrastructure and platform exports, and cyber-sovereignty norms to strengthen the reach of its development and governance model. The European Union primarily exercises normative power through the “Brussels Effect”, translating rights-based and risk-oriented regulation into international standards while pursuing digital sovereignty and technological competitiveness.

Conclusion: AI-enabled soft power operates through technological attraction, control of digital infrastructures and information flows, and rule- and standard-setting capacity, but its effectiveness depends on trust, legitimacy, and the ability to mitigate digital risks.