CTRL/SHIFT - 13 06 2026 PARTHENOPE STAGE - DAMIAN JUSZCZYK - THE TRUST ARCHITECTURE

I would like to welcome to the stage Davian the founder of executive PR and strategy. He's going to tell us about a very interesting and I would say innovative concept which is proof of authority. So it's not about doing the PR and so and focalizing only like on the general strategy for the company but properly on the role of the CEO and of C level and what they can bring in terms of value. So please,

three seconds. That's all I need from you to make credible fake identity and to use it. Not only me, everyone actually. And just a while more to make a video from yourself, from what's available in the internet. Of course, the biggest damage might be to the CEO to seal level executives, but the truth is it works like for everyone same way.

So, I'm Damian. I'm CEO of Executive PR and I build trust this time. Okay. Uh just a few points. Of course, I'm working I'm from Poland, but I'm working globally.

Of course, mostly C region. It's my region, but I work with all English speaking, Spanish speaking countries. Actually, if you want to uh have a conversation in Italian, I'm still able to understand you perfectly, but I've not been using it for like 10, 15 years. So, no, I'm Spanish fluent and I mix it all sometimes, but but still we can try. Uh, of course, I'm working with many different clients and companies, including global crypto exchanges, currently OKX.

And uh the truth is uh like I was working for big global companies like publicist, signate, insecure gate uh lucky or not at the first stage we've been building also introducing it to Italy on the crypto exchange. Now we know how it ended at that moment for Siri football clubs uh Princess Charlene Monaco Foundation also checked them. So we were quite efficient at the beginning. Uh you know how it works. So it's some kind of risk.

Uh my numbers are one and a half million people reached a billion people reached in last year all organically. without paying for your force business insider and other media visibility and presence because yes I also do PR but I would say like 20 years ago I would say I'm PR guy like 10 years ago I would say I'm a communication strategist now I'm a trust architect because it's much more in it and you need not only strategy you need also modern tools and knowing when you're heading so uh I've also graduated from some of nice schools as you see here and and my MBA but it's not most important here. So uh your personal brand like several years ago maybe one or two years ago it was your biggest strength and biggest asset now actually is your biggest attack surface and we need to be aware of it. Uh so it's most volatile asset. It's not about not being visible because it still doesn't work.

You might tell okay so if not maybe better not to do any PR any communication better to hide no you are still here if everyone is able to reach you what's the difference we need to take is to build such a strong brand for yourself that everyone knows you everyone knows how to reach you and everyone knows when is and when it's like fake version of you uh so it's easy to reach you and easy to know that this thing won't be said or won't be done by you 100%. Uh as you see is not always believing. So uh it was uh but it's not anymore. Like you might meet your old colleagues from your company online during online meeting once uh like let's say financial employee also did it. He met his CFO.

He met his colleagues. And he made the bank transfers of over 25 million American dollars. Unfortunately, they were all fake AI identity prepared friends. So, these guys were fake and he just transferred $25 million to someone, but someone who was fake and looked like his company colleagues. As you see like uh numbers are quite high.

Um AI enabled scams are almost five times higher than any other scams. Uh crypto scam losses in 2025 for 14 billion. And for a fake endorsement it's been mostly like public figure CEO of presidents. But be aware it might happen to any of us. Uh my mother had a call from uh from my uh wife once from her number.

It wasn't her completely like unestable situation like uh one several like days ago weeks ago I was invited through calendarly through telegram uh for the conversation with another global agency Waxman Waxman. There were there the same people talking uh not not fake but it appeared it was fake. It was fake and they wanted me to update some setting uh to make some uploads and then to put some code in my terminal. So then I realized something's wrong. So it's not about the setting, it's not about the voice and and I cut off the Wi-Fi for the moment but not everyone does where when we are looking for the information.

So uh Google and of course our browsers now for example on US case it's only around 13 14% of people looking for the information but regarding AI LMS like JGPT Gemini perplexity clothes what do you wish for uh it's 35% in the US so we don't want to use time we just put it put the question it's our advisor it's our friend sometimes actually it can be even wife or husband because There was one example uh that uh of course not officially but but women founded second husband actually in AI because he was like more trusted and spending more time and care for her with her real husband. So uh there was even interview done by the AI journalist was asking her was asking her AI husband. So now everything is changing and uh we need to be aware of this. So AICed sources in like from Google links in AI models are not 70% anymore. It's around 20%.

So just a little. So it's not enough to be in Google. It's not enough to be in the browser. You need to do more to build really strong identity not only to be mentioned and LinkedIn is not enough. Of course it's some kind of source but but it's just a start.

So go is the new SEO right? We're here somewhere in between marketing, PR and more technical issues. Actually, the best is cooperation because SEO guys do the technical things. But let's say this kind of PR direction people make the right sources, the right relation, the right media and put you where you should be put in the sources that are really suited by cited by AI. So the most credible is not to have a lot of links is to have the links in the right sources and uh it's it's completely new game when you don't exist in AI models if you ask about yourself you might try it ask about your name ask about your company if it doesn't know you like Gemini clog GPT you don't exist in in this modern world you don't exist in the business so so you need to do something about it and this datari content wins so you can have like five more times citations that with opinions like it's more mostly about facts it's about numbers that you need to use not saying I am the best CEO I have the best company it's completely not enough because AI is not convinced here uh we can have one problem with two forces and it's some kind of paradox so of course AI can fake you AI decides who's credible being able to fake you so that's why we need to proactively uh prepare your authority and build it.

Uh like what to do? It's it's not enough to have like old tools. It's obsolete. So it's not about press releases. Still you can use it but it's just a small part of the game.

And what we can start from uh actually I'm not starting but what you can start from to to build it. Three layers are key here. So ver verifiability, citability and defensibility like nice three words quite still I was able to pronounce it so so not bad. uh how to link it in one strong personal brand liar first for example CEO of Ferrari they had a crisis protocol uh his employees asked the right question only Ferrari CEO knows the answer and this is the first thing it's not complicated you need to have this kind of protocol with your employees with your organization question that no one can answer besides you and them So when it's when someone attacks you and someone tells you like do I money or anything anything like this this is the the time for the question if you are prepared you are in 5% of the population and 5% of the organization doing it so it's actually not a lot of time to use but a lot of to gain here so verification protocols how to be the source AI trust as I've mentioned it's about being having sites in the right media in the right sources it doesn't need to be a lot you can have one publication per quarter but in something international credible and the paid media is not enough here because still like people AI is also clever and differentiates what was paid what was by you and what's really credible so sometimes one quote can do the job of course having LinkedIn publishing everything building your like personality or u like professional brand around topics it makes also an extra power to it. So it's extra layer uh and this will like be the beginning.

So think about one publications per quarter start with a blog or find the right international source. It doesn't need to be Forbes from the start right uh it costs a lot or it cost little if you know the right people. So if you think about for business side or any other medium feel free to reach me no problem to help here and and for sure not as expensive like regarding reputation we need to be the firewall for what I've mentioned what the risks are coming and they're like daily you can have now a message email or call that would be absolutely fake and you can lose all you have so so to build it we need to start building your presence not only for like let's say publicity and for ego things is not enough. We build it for the future because when the war already starts it's too late to start building firework. So so this is actually the best moment regarding the numbers uh it proves itself.

So, of course, these are like my agency numbers. Uh like you might pay $4 million per my last year's achievements. Uh or for example, we registrated over 1,000 people in Singapore for side event of token 2049 without any per paid promotion. But it's just the numbers that proves that what we do makes sense. And it was also awarded in New York this year with uh silver award.

what you can do like Monday morning maybe Tuesday morning if you stay here for a event or if you go for a boat Wednesday at most so audited your fability you can directly also ask AI but look how much your voice how much your phrase is in their internet what they can find check your AI visibility it's like one second to ask AI what they know about you about your company publish one piece per quarter as I mentioned find the right source uh if you want me to help you like of course free of charge to to advise you with the source to be the best one. Feel free to reach me and start building a fire now until it might be too late. So uh the three things uh feel free to ask any questions whatever I'll be here for the whole event and thank you very much. I'm Damian, CEO of ExitPR and I build trust. Thank you again was very interesting to see this from different perspective not just the regular I would say social media communication or how we can call it PR.

So thank you.