basijasatid Soft power Studies 2322-5580 15 2 2025 09 22 Reengineering the soft power of governments in the future: A media diplomacy strategy based on artificial intelligence; Iran's opportunities and challenges Reengineering the soft power of governments in the future: A media diplomacy strategy based on artificial intelligence; Iran's opportunities and challenges 45 68 241363 FA Behnam Sarkheil assistant professor imam khomeini international university Journal Article 2025 05 15 With the expansion of artificial intelligence technologies and the increasing role of new media, governments have faced new opportunities and challenges in projecting soft power. The main question: How can AI-based media diplomacy shape the reengineering of Iran’s soft power and manage its opportunities and threats?<br>This study used the Delphi method and semi-structured interviews with experts in the fields of foreign policy, media, and AI, and the collected data were analyzed qualitatively and examined in the form of three macro scenarios: international cooperation, geopolitical competition, and information chaos. The results show that in the international cooperation scenario, Iran can increase its legitimacy and influence by intelligently utilizing intelligence-based media diplomacy; In the geopolitical competition scenario, pressures and constraints require innovative and adaptive strategies, and in the information chaos scenario, threats such as the spread of fake news and the erosion of public trust can weaken Iran’s soft power. The findings indicate that intelligence-based media diplomacy, beyond a communication tool, has become a strategic mechanism in the reengineering of soft power of governments. In the case of Iran, the future of soft power is a function of the degree of convergence of media policy with cognitive technologies and predictive data analysis. Therefore, the reengineering of Iran’s soft power requires a transition from traditional information delivery models to perceptual governance based on artificial intelligence; an approach that, while managing information and media threats, provides opportunities for legitimization, increasing influence, and enhancing the country’s international image. With the expansion of artificial intelligence technologies and the increasing role of new media, governments have faced new opportunities and challenges in projecting soft power. The main question: How can AI-based media diplomacy shape the reengineering of Iran’s soft power and manage its opportunities and threats?<br>This study used the Delphi method and semi-structured interviews with experts in the fields of foreign policy, media, and AI, and the collected data were analyzed qualitatively and examined in the form of three macro scenarios: international cooperation, geopolitical competition, and information chaos. The results show that in the international cooperation scenario, Iran can increase its legitimacy and influence by intelligently utilizing intelligence-based media diplomacy; In the geopolitical competition scenario, pressures and constraints require innovative and adaptive strategies, and in the information chaos scenario, threats such as the spread of fake news and the erosion of public trust can weaken Iran’s soft power. The findings indicate that intelligence-based media diplomacy, beyond a communication tool, has become a strategic mechanism in the reengineering of soft power of governments. In the case of Iran, the future of soft power is a function of the degree of convergence of media policy with cognitive technologies and predictive data analysis. Therefore, the reengineering of Iran’s soft power requires a transition from traditional information delivery models to perceptual governance based on artificial intelligence; an approach that, while managing information and media threats, provides opportunities for legitimization, increasing influence, and enhancing the country’s international image. https://www.spba.ir/article_241363_a3235af8d49a49f7507f4af517bff219.pdf