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Chabad women come together once a year in person. The rest of the time, there’s Instagram.

(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.

But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:

The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.

Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.”  Much to her relief, the kids’ parents had a good laugh about it.

And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.

“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.

“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”

Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.

To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.

“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”

Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.

On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.

“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”

Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.

“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”

She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”

Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.

Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.

Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.

Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)

With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.

Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.

Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”

Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.

Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.

At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”

Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)


The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.

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AI has a reputation for amplifying hate. A new study finds it can weaken antisemitism, too.

(JTA) — Every day, it can seem, brings a fresh headline about how AI chatbots are spreading hateful ideas. But researchers tasked with understanding antisemitism and how it can be stopped say they have found evidence that AI chatbots can actually fight hate.

Researchers affiliated with the Anti-Defamation League’s Center for Antisemitism Research trained a large-language model, or LLM, on countering antisemitic conspiracy theories, then invited people who subscribed to at least one of those theories to interact with it.

The result, according to a study released on Wednesday: The users soon believed in the antisemitic theories less, while at the same time feeling more favorable about Jews as a group. And the effects were still strong a month later, even without further engagement with the LLM.

The researchers are hailing the finding as a breakthrough in the quest for identifying actionable strategies in the fight against Jew-hatred.

“What’s remarkable about these findings is that factual debunking works even for conspiracy theories with deep historical roots and strong connections to identity and prejudice,” David Rand, a Cornell University professor who was the study’s senior author, said in a statement. 

“Our artificial intelligence debunker bot typically doesn’t rely on emotional appeals, empathy-building exercises, or anti-bias tactics to correct false beliefs,” Rand continued, referring to practices frequently employed by advocates seeking to fight antisemitism, including at the ADL. “It mostly provides accurate information and evidence-based counterarguments, demonstrating that facts still matter in changing minds.”

Matt Williams, who has headed the Center for Antisemitism Research since its founding three years ago, says the study builds on a growing body of research that views contemporary antisemitism as primarily a misinformation problem, rather than a civil rights problem.

“We need to think about antisemitism less like feelings about Jews, and more like feelings about Bigfoot,” he said in an interview. “And what I mean by that is, it’s not ‘Jews’ that are the problem. It is ‘the Jew’ as a function of conspiracy theory that is the problem. And the relationship between ‘Jews’ and ‘the Jew’ in that context is far more tenuous than we might want to think.”

Calling conspiracy theories “malfunctions in the ways that we make truth out of the world,” Williams said the study showed something remarkable. “People can correct those malfunctions,” he said. “They really can, which is super exciting and really impactful.”

The study emerges from the ADL’s relatively new effort to come-up with evidence-based ways to reduce antisemitism, working with dozens of researchers across a slew of institutions to design and carry out experiments aimed at turning a robust advocacy space into less of a guessing game.

The new experiment, conducted earlier this year, involved more than 1,200 people who said on a previous ADL survey that they believed at least one of six prominent antisemitic conspiracy theories, such as that Jews control the media or the “Great Replacement” theory about Jewish involvement in immigration. 

The people then were randomly assigned three different scenarios: A third chatted with an LLM programmed by the researchers to debunk such theories, built within Microsoft’s Claude AI model; another third chatted with Claude about an unrelated topic; and the final third were simply told that their belief represented a “dangerous” conspiracy theory. Then they were all tested again about their beliefs.

Members of the group that chatted with what the researchers are calling DebunkBot were far more likely than members of the other groups to have their beliefs weakened, the researchers found.

DebunkBot was hardly a panacea for antisemitism: The study found that those who believed in more antisemitic conspiracy theories experienced less change. And Williams notes that the study found only that belief in antisemitic conspiracies was reduced, not rooted out entirely.

But he said any strategy that can cut against what researchers believe has been a widespread explosion of belief in conspiracy theories is a good thing.

The proportion of Americans subscribing to conspiracy theories over the last decade has reached as much as 45%, more than twice the rate that had held steady for 70 to 80 years, Williams said.

“To me, the increase in that level of saturation is far more concerning than any particular conspiracy theory moving through different generations,” he said. “I don’t think that we’re going to ever create a world in which we go under 15% — but going from 45 back to 30 or 25 seems more doable.”

The new study comes as AI models vault into widespread use among Americans, raising concerns about their implications for Jews. When Elon Musk launched a model of his own earlier this year called Grok, it immediately drew criticism for amplifying antisemitism — kicking off a pattern that has played out repeatedly. Soon, the company apologized and said it would train its model to avoid the same behavior in the future. Criticism of Grok is still widespread, but it no longer praises Hitler — though even this week it reportedly told one user that the Nazi gas chambers were not designed for mass killing, prompting an investigation by French authorities.

Chatbot training is seen as essential for delivering high-quality AI results. DebunkBot can be found online on its own website now, but Williams said efforts were underway within the ADL to convince the companies operating major AI platforms to incorporate its expertise. 

“There’s far more receptivity than not, by any stretch of the imagination,” he said, while noting that the work was early and he could not share many details.

Whatever happens with that effort, Williams said, the new research demonstrates that combatting what’s sometimes called the world’s oldest hatred is possible.

“AI and LLMs — those are tools, right? And we can use tools for good and for evil,” Williams said. “But the fact that we can subject conspiracy theories to rational conversation and arguments and actually lead to favorable outcomes is itself, I think, relatively innovative, surprising and extraordinarily useful.”

The post AI has a reputation for amplifying hate. A new study finds it can weaken antisemitism, too. appeared first on The Forward.

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Beer is no longer automatically kosher, rabbis say. Will observant Jews skip the Dos Equis?

There’s a simple reason Halle Goldblatt likes to tour breweries on vacation: People who keep kosher can sample the product. Unlike wine, which requires certification to be deemed kosher, beer has historically received the benefit of the doubt.

“Most people, when they travel, go to wineries,” Goldblatt, a self-described beer aficionado, said in a phone interview. “I can’t do that, but I can always go to a brewery and have a beer.”

But multiple kosher certifiers now say the assumption that beer is kosher has gone flat.

The heads of OU Kosher, Star-K and OK Kosher — three of the five major certification agencies — announced this month that all beer will soon require certification to be considered kosher, attributing the change to the increased use of flavoring and other additives in craft beers.

A list of problematic ingredients rabbinic inspectors recently discovered in breweries included oyster broth, clam juice, wine and milk, according to OK Kosher.

“These ingredients are regularly included in craft beers,” OK Kosher wrote in its letter. “As such, the major kashrus agencies have concluded that the time has come to change our old policy of accepting beer as free of kashrus concerns.”

The agencies provided a list of more than 900 beers that are currently hechshered, or certified kosher, which is typically denoted with an agency’s symbol on the packaging. (Ⓤ is OU Kosher’s mark.) The rest — which includes popular imports like Dos Equis and regional favorites like Sierra Nevada — will no longer be acceptable to serve at OU-certified establishments as of Jan. 1, 2026, OU Kosher said.

The decision undercut a credo that was long a saving grace for kosher travelers, casual drinkers and hopheads. One Facebook thread responding to the news received more than 100 comments, with a few seeing the change as a way for the certifiers to drum up business. But the majority of the commenters — Goldblatt among them — appeared to begrudgingly understand the decision. And a few wondered why it had not come sooner.

“At first, I was like, ‘Oh, no, this is gonna make my life a lot harder,’” Goldblatt said. “But I think it makes sense for the OU. People rely on them to get honest information about the things that they are consuming,” she added, “so I think it’s good for the kosher consumer.”

New brews, you lose

The acceptability of beer even without rabbinic oversight was rooted in an assumption that it only contained four basic ingredients: grain, water, hops and yeast. Those ingredients are each considered inherently kosher, so using them in combination did not pose any challenges.

National regulations helped preserve the four-ingredient standard. Germany’s Reinheitsgebot, a beer purity law dating back several centuries, ensured that breweries there did not use artificial additives, and in the United States, a law mandates that any added flavoring must be noted on the packaging.

“The good, old-fashioned beer everybody would drink was simple,” Rabbi Moshe Elefant, OU Kosher’s chief operating officer, said in a video interview. Now, he said, manufacturers “want to enhance the beer — to give them an edge. So they can add all sorts of flavors.”

A major catalyst for the flavor trend is the rise of craft breweries, small and independent manufacturers. They’ve flooded the market with sours, stouts, barrel-aged beers and bocks, and now account for up to a quarter of U.S. beer sales.

The use of additives to make exotic flavors put even the “plain” beer into question, Elefant explained, because breweries often use the same vats for different recipes. And while those breweries surely clean their equipment between uses, cleaning is not the same as kashering. Some cleaning processes are primarily chemical while rendering something kosher requires heat.

Elefant, who is also OU Kosher’s executive rabbinic coordinator, said the organization’s formal policy change was nearly two years in the making, but even before then, “we’ve been grappling with this issue for a while.”

Elefant listed two other beverages that fall into a gray area, but do not currently require certification: Whiskey, which like beer uses basic ingredients, is sometimes aged in barrels that previously held wine; and orange juice, which sometimes shares equipment with grape juice.

Orange juice was spared a certification mandate, Elefant said, because the processes used to clean the equipment between uses were considered sufficient. And while he personally believes whiskey merits a similar reversal to beer, he admitted it was not currently the position of his employer.

“We walk a delicate tightrope,” he said. “On one hand, we want people who keep kosher to be able to have as much kosher food as possible, we’re not looking to be onerous. But on the other hand, we are responsible that when we tell somebody that they could eat something, that we really are convinced that it’s kosher without question.”

And he dismissed comments that the beer policy was financially motivated, saying that certification can cost as little as a few thousand dollars a year. (The price depends on travel costs for supervisors, number of facilities and other variables.)

The law of the spirit, or the spirit of the law?

Another responsibility for Orthodox decisionmakers, whether a synagogue rabbi or an umbrella organization like the OU, is to make rules that people can follow.

Quoting the Talmud, Elefant said, “Just like there’s a mitzvah to say something that people will listen to, there’s a mitzvah not to say it if people aren’t going to listen.”

Working in tandem with other certifying agencies was crucial, then, to bolster the authority of what could be a controversial decree. Elefant joked that when they first met to discuss it, each agency said they had wanted to do it but were waiting for the others to make the first move.

Nevertheless, it remains to be seen how well the rule will stick. Confusion has persisted, with some saying the agencies’ list of kosher beers is inconvenient and leaves out brands that have longstanding regional hechshers, like Shiner Bock.

Goldblatt, the aficionado, has been to dozens of breweries and tasted some 200 different beers, according to her profile on the drink-rating app Untappd. But she had been drinking with vigilance long before the OU’s announcement.

When she visits a new brewery, she tends to pepper her tour guide with questions about the brewing process. What ingredients do they use? Do they use only those ingredients? Do they use the same equipment for everything?

Absent rabbinic oversight, she developed her own code: If it contained artificial flavoring, she would steer clear of it and — per the old rules — choose an unflavored option. Natural flavoring would be okay, if she could learn enough about it. On a recent trip to Wisconsin, she picked out a fruity craft beer, having determined the brewery used whole fruit and not grapes.

Though she recognized the value of the OU’s policy — saying it would eventually bring needed clarity to a cloudy landscape — she thought she might stick to her own, at least for now.

“I guess if I looked and the brewery made something like oyster stouts, I may abstain from that brewery altogether,” she said. “But if it’s a brewery that just does regular beer and it’s an unflavored beer, then I would probably still drink that.”

The post Beer is no longer automatically kosher, rabbis say. Will observant Jews skip the Dos Equis? appeared first on The Forward.

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Imam-led walkout over Jewish participant at CUNY interfaith event draws wide condemnation

(JTA) — Jewish groups and government officials are condemning an incident at a recent interfaith event held on the campus of the City College of New York, at which a Muslim leader reportedly led a student walkout against the Hillel director after saying he refused to be “sitting next to a Zionist.”

The incident took place last week and was first reported Wednesday by the Times of Israel, which obtained a recording of the event hosted by the college’s Office of Student Inclusion Initiatives.

The imam let loose a series of remarks about Shariah law and “the filthy rich” before stating, “I came here to this event not knowing that I would be sitting next to a Zionist and this is something I’m not going to accept. My people are being killed right now in Gaza.”

He then added, “If you’re a Muslim, out of strength and dignity, I ask you to exit this room immediately.” Roughly 100 Muslim students followed him out the door, according to the report, and the chaplain hosting the event expressed disbelief.

“This is not dialogue — it is harassment,” the Anti-Defamation League’s New York chapter wrote on the social network X. The chapter’s director Scott Richman called the incident “a truly disgusting display of raw antisemitism not only by the imam but by the huge crowd of people there for an interfaith event who followed him out the door because a Jew was present.”

“We unequivocally condemn this gross display of antisemitism at City College of New York,” the Nexus Project, a progressive-leaning antisemitism watchdog group, wrote on social media.

New York Gov. Kathy Hochul blasted the walkout as “antisemitism, plain and simple,” adding, “No one should be singled out, targeted, or shamed because they are Jewish.” She urged the City University of New York, the public university system that includes the campus, “to act swiftly to ensure accountability and protect every student’s safety.”

Hochul’s Republican opponent in next year’s governor race, Rep. Elise Stefanik, called CUNY “a hotbed of antisemitism.”

The federal Department of Justice, which has used its authority to pressure universities to quash antisemitism, also has an eye on the situation. “This is deeply concerning,” tweeted Associate Attorney General Harmeet Dhillon. “@CivilRights has questions and will look into this!”

The Hillel at City College, in an email to members, wrote, “Our concern is with one individual’s extremist rhetoric—not with Islam, not with Muslim students, and not with interfaith engagement itself.” It added that it was confident that City College would “respond appropriately” to the incident.

CUNY said it was aware of the incident and was investigating.

Jewish Insider later identified the Muslim speaker, who had identified himself only as “Abdullah” on the recording, as Abdullah Mady, a recent psychology graduate of the school who stayed on to pursue a master’s degree in medical translation. In a biography published online by his department, accompanied by a photograph in which he is wearing a keffiyeh, Mady says he aims to become a doctor.

Ilya Bratman, who runs the Hillel that serves City College as well as several other local public and private schools, told the Times of Israel that he was in attendance but that there were not many other Jewish students present because the Hillel had been hosting a talk with a Holocaust survivor in another room in the same building.

One Jewish student who was in attendance told the moderator after the walkout, “You’re in shock? We’re not, we’re used to it.”

The post Imam-led walkout over Jewish participant at CUNY interfaith event draws wide condemnation appeared first on The Forward.

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