Soft Power Facing Global Tensions

In addition to its diplomatic aims, soft power has long been a tool for boosting tourism and more generally economic exchanges. But evoking soft power may seem angelic at a time when powers are rearming. Indeed, Trump's diplomacy makes no bones about soft power, breaking with decades of developing a diplomacy of influence through major international institutions, support for a number of NGOs and the work of foundations. In response to the US trade war, China is imposing new restrictions on American films and working to strengthen its cultural influence. And while the world map is being redrawn, with increased fragmentation into large regional areas, the soft power developed by Saudi Arabia is intensifying, with the fully stated aim of positioning the kingdom as the leader of the Muslim world.
Is this form of “war” based on values, images and cultural references obsolete, or does it still have meaning? How can it evolve in a world where governments are considering massive? Is artificial intelligence tool a new car of a new war of culture?