📺 NYC Summit 2026: JARVIS, What Am I Looking At - Cyabra

This week's session is a wake-up call — and one of the most timely conversations from the entire Summit. Dan Bramme, CEO of Cyabra, and Jonathan Rosen, CEO of Orchestra, broke down exactly how coordinated inauthentic activity works, why brands keep getting caught off guard, and what a smarter response playbook actually looks like.

👉 Watch the full keynote

The bot playbook has evolved: Forget the old image of bots talking to bots in an echo chamber. Today's inauthentic actors embed themselves inside real conversations, making manufactured narratives almost indistinguishable from organic ones — and pulling real people deeper in. The line between fake and real is blurring fast.

The Cracker Barrel case study is striking: When the brand updated its logo, three coordinated narrative tracks — attacking tradition, suggesting financial instability, and villainising the CEO — reached 4.5 million people in under 36 hours. Media picked it up, the stock dropped, and roughly $100M was wiped out. A week later, they reverted to the old logo. The bots didn't start it, but they absolutely shaped it.

Five minutes. One prompt. Midnight. Dan built a deepfake video of a fictional consumer bashing a fictional brand — live on stage — to show just how accessible this threat has become. The question isn't whether it can happen to your brand. It's whether you'd know it was happening.

The brands that won did nothing — on purpose: Nike during the Kaepernick campaign. American Eagle earlier this year. Both faced enormous inauthentic noise. Both had first-party data that told them the signal didn't match the social storm. Both held the line — and both came out stronger. Clarity beat speed.

Comms is no longer a marathon — it's a decathlon: Crisis response now has to move simultaneously across HR, CX, social, influencer, board comms, and more. Jonathan's framework — measure, monitor, manage — is a practical starting point for building the kind of always-on research and response capability that modern communications demands.

Best line of the session: "The brands that will win are not the ones that respond the fastest. They're the ones that respond with crystal clarity."