#062 The AI Arms Race: Protecting Your Brand in an Age of Digital Fraud with Shlomi Beer

Built For This Podcast, with Carly Pepin

July 9, 2026 by

Carly Pepin

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In this episode of Built For This, Carly Pepin sits down with Shlomi Beer, co-founder and CEO of ImpersonAlly, to explore how artificial intelligence is reshaping cybersecurity and why protecting your brand has never been more important.

With decades of experience in AI, data science, and startup leadership, Shlomi explains how generative AI has transformed the world of online fraud. From fake websites and impersonation scams to malicious advertising and sophisticated phishing attacks, businesses now face threats that are faster, more convincing, and increasingly difficult to detect.

Shlomi shares the entrepreneurial journey behind building ImpersonAlly, a platform designed to identify and stop digital impersonation before it reaches customers. Drawing on lessons from previous startups and successful exits, he discusses the importance of solving real problems, staying close to customers, and assembling experienced teams that can move quickly in an ever-changing threat landscape.

Throughout the conversation, Carly and Shlomi explore leadership, startup culture, the role of AI in both creating and preventing cyber threats, and why human relationships remain at the heart of successful businesses, even in an increasingly automated world.

Whether you're a business owner, marketer, technology leader, or simply someone navigating today's digital landscape, this episode offers practical insights into protecting trust, strengthening your brand, and staying one step ahead in the AI era.

Key Themes

AI Has Changed the Rules of Cybersecurity

Artificial intelligence has dramatically lowered the barrier for cybercriminals, making scams, fake websites, and impersonation campaigns more sophisticated than ever. Shlomi explains why businesses must embrace AI-driven security tools to detect and respond to threats at the speed they're created.

The Best Businesses Solve Problems They Know Personally

ImpersonAlly wasn't built around a trend. It grew from real challenges Shlomi experienced throughout his career and became even more meaningful after his own family encountered an online impersonation scam. Solving genuine customer problems became the foundation for building a product that delivers real value.

Technology Advances Through Human Collaboration

While AI powers much of ImpersonAlly's innovation, Shlomi believes people remain the company's greatest competitive advantage. Strong relationships, close collaboration, customer empathy, and trusted teams continue to drive the best ideas and the strongest businesses.

About Shlomi Beer

Shlomi Beer is the co-founder and CEO of ImpersonAlly, an AI-powered cybersecurity company helping businesses detect and prevent brand impersonation, online fraud, and malicious digital campaigns.

He holds a PhD in Computer Science specializing in artificial intelligence and is a two-time founder with successful exits, including Search Machines and Qlika. Throughout his career, Shlomi has held senior leadership roles in data science and AI at companies including Agoda and Start.io, while also conducting research at Microsoft and Motorola. He is the inventor of more than ten patents and has authored numerous publications in AI and computer science.

Today, Shlomi combines deep technical expertise with entrepreneurial experience to help businesses stay ahead of one of the fastest-evolving challenges in the digital economy.

Memorable Quotes
"People still buy from people, even in the AI era."
"We're not just protecting companies. We're helping make the internet a little safer for everyone."
"Building a startup is a roller coaster. It's much easier when you have people you trust riding it with you."

Shlomi Beer