Cybersecurity is moving faster than ever. So are the pressures around trust, differentiation and visibility.
That’s why we’re proud to be sponsoring the Cyber Startup Award 2026 at Infosecurity Europe 2026, taking place from 2-4 June 2026 at ExCeL London.
Recognised as Europe’s leading cybersecurity gathering, Infosecurity Europe brings together founders, security leaders, buyers, investors and technology innovators from across the industry. A space for launching ideas, sharing insight, testing solutions and shaping what comes next in cybersecurity.
This year, Dusted will be there throughout the event, supporting emerging cybersecurity businesses and speaking about one of the category’s defining brand challenges: how to build distinction in an increasingly AI-shaped market.
Sponsoring the Cyber Startup Award.
Cybersecurity startups operate in one of the toughest sectors to stand out.
High-stakes products. Complex propositions. Technical audiences. Long buying cycles. And now, AI-generated sameness making brands feel increasingly interchangeable.
The Cyber Startup Award exists to spotlight the businesses breaking through that noise. Founders building technology with real impact, clarity and ambition behind it.
As part of the sponsorship, the winning startup will receive an exclusive two-stage strategic engagement with Dusted, designed to help sharpen their position in market and strengthen the story around the technology they’ve built. From ambition to vision. And vision to reality.
Building distinctly human technology in the age of AI.
As part of the event, Dusted’s Head of Strategy, Karl Aussia, will take to the stage for a session exploring the growing tension between AI acceleration and brand differentiation.
Titled Building distinctly human technology in the age of AI, the talk will unpack why so many cybersecurity brands are beginning to look, sound and position themselves in exactly the same way.
Generic messaging. Functional claims. Safe visuals. Vague promises of innovation. AI may be accelerating production, but it’s also amplifying category uniformity.
Karl’s session will explore how cybersecurity founders can build brands that feel more human, recognisable and trusted without losing technical credibility. Moving beyond product-heavy messaging towards clearer narratives rooted in outcomes, confidence and relevance.
The session will also examine how innovation needs to be evidenced, operationalised and made visible for risk-conscious buyers who purchase on trust as much as performance.
If you’re interested in hearing more about the tensions at play in cybersecurity branding, make sure to attend Karl’s session.
Session details:
- Wednesday, 3 June
- 10:30-11:00 AM
More details here.
Why this matters now.
Cybersecurity brands face a unique challenge. Buyers need reassurance, authority and technical confidence. But they also need clarity. A reason to remember one company over another.
That’s where brand becomes commercial advantage.
For over 21 years, Dusted has partnered with ambitious technology businesses at moments of growth and transformation. Helping founders sharpen their story, create distinction and build brand systems ready for scale.
From fintech and SaaS to medtech, enterprise technology and IoT, we help brands stand up, stand out and stand tall, building long-term brand value.
Because great technology needs a brand that can carry it.
See you at InfoSec.
If you’re attending Infosecurity Europe 2026 this year, come along to Karl’s session and say hello to the Dusted team while you’re there.
We’ll be at the event throughout the week talking brand, growth, differentiation and what it takes to build trust in crowded technology markets.
Meet the team.
Karl Aussia, Head of Strategy
For over two decades, Karl has helped global brands define their vision and build work that creates real difference in market. From Cubic³ and Here to mymediset, Syntura and SS&C Intralinks, he works at the intersection of brand, business and growth, helping ambitious companies sharpen their edge and turn complexity into commercial clarity.
Darren Holburn, Managing Director
Immersed in both brand and business, Darren works closely with founders, leadership teams and investors to align strategic ambition with commercial reality. His focus is simple: building brands with the clarity, momentum and structure needed to support sustainable growth and long-term value.
Victoria Vella, Head of Growth
With more than two decades of experience across startups, agencies, B2B SaaS and professional services, Victoria brings clarity to complex growth challenges. Combining research, insight and strategic communications expertise, she helps ambitious businesses align stakeholders, build momentum and translate vision into practical action that drives lasting value.
Alexandra Mitrutoiu, Content Marketing Executive
Alex writes at the intersection of brand, digital and culture, turning complex ideas into sharp, insight-led content that cuts through. From AI to emerging creative trends, her work explores how ambitious brands stay relevant, distinctive and trusted in fast-moving markets.