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Providing an exclusive sneak peek into her forthcoming monograph, Digital Soft Power of Heritage Media, the keynote will critically interrogate how the global media strategies of heritage institutions are being fundamentally reshaped, advanced, and challenged in the age of artificial intelligence. Moving beyond traditional paradigms of platformization, this keynote re-evaluates the three foundational dimensions of digital soft power—content, audiences, and narratives—through a critical media lens. The presentation examines how digitized heritage content is modified by generative multi-modal models, how online audiences evolve from passive digital consumers into algorithmically mediated co-creators, and how curated heritage narratives are continuously contested across automated, post-truth digital ecosystems. Drawing on empirical computational insights from the Data to Power mapping platform and recent frameworks in smart cultural data intelligence, the keynote deconstructs the political technologies and algorithmic governance shaping contemporary heritage diplomacy. By analyzing the tensions between automated content generation and narrative authenticity, the keynote exposes the risks of digital drain and algorithmic censorship alongside new possibilities for participatory heritage. This session offers a nuanced theoretical and empirical critique of how heritage media can ethically navigate generative AI to exercise soft power in an increasingly fragmented geopolitical landscape.