## Introduction

Calling all visionary entrepreneurs! Bits&Pretzels, in partnership with TechUkraine, European Association for Software Engineering (EASE), and Kyiv IT Cluster, is thrilled to extend a special invitation to Ukrainian startups for the highly anticipated Bits & Pretzels 2023.

Are you the mastermind behind a groundbreaking tech startup? Does your innovative product or solution possess the power to revolutionize industries and transform the world? If you're ready to embark on an exhilarating journey, we invite you to join the most exhilarating tech event of the year!

Bits & Pretzels\
September 24-26\
Munich, Germany

## About the Event

Prepare to immerse yourself in the vibrant atmosphere of Bits & Pretzels, where the brightest minds, innovators, and disruptors from every corner of the globe converge. This grand festival will unite 5000 participants, including founders, investors, and influential figures in the startup realm. The event will take place at the prestigious ICM Internationales Congress Center.

We're on the lookout for startups in diverse tech-related fields that meet the following criteria:

* Companies that launched their Minimum Viable Product (MVP) in 2013 or later.
* Startups with a team size not exceeding 100 employees and funding amounting to less than 15 million euros.

At the festival, a dedicated Ukrainian stand, spanning an impressive 2x4 meters, will proudly showcase four handpicked Ukrainian startups. The primary goal of the stand is to demonstrate the immense potential of Ukraine's thriving technology sector and foster valuable connections.

As a gesture of support, the conference organizers offer pavilion space free of charge, with EASE generously covering half the cost of the booth. Participating startups are required to contribute a participation fee of €560, along with any associated logistics expenses.

## How to Apply

To seize this extraordinary opportunity, complete the comprehensive [application form](https://docs.google.com/forms/d/e/1FAIpQLSeVPEFtI_G_GPIVyy12dCPSCgRBX64DjFedbAo-8DQDOy9avw/viewform), ensuring you provide detailed information about your startup, your exceptional team, and the purpose of your attendance at this illustrious conference.

Application Deadline: **September 20**

## Action Plan

* Accepting startup applications until September 20.
* On **September 21**, a captivating offline Open Call with the esteemed jury will be held in Kyiv, where four deserving startups will be selected to shine at the festival.
* On the same day, **September 21**, participants must transfer the participation fee to the EASE account and provide essential company details for stand branding.
* Stand preparation and publication of captivating startup information will be carried out **until September 22**.
* Finally, mark your calendars for the grand event itself, Bits & Pretzels 2023, taking place f**rom September 24 to 26**.

Don't let this golden opportunity slip through your fingers! Be a part of Bits & Pretzels and propel your startup to unprecedented heights. [Join us](https://docs.google.com/forms/d/e/1FAIpQLSeVPEFtI_G_GPIVyy12dCPSCgRBX64DjFedbAo-8DQDOy9avw/viewform) in shaping the future of technology, where innovation knows no bounds!


Join the exhilarating Bits & Pretzels 2023 tech event in Munich, Germany! Open call for Ukrainian startups to showcase their innovative products and disruptive solutions. Don't miss this opportunity to connect with industry leaders, investors, and fellow visionaries shaping the future of technology. Apply now and be part of the most exciting startup festival of the year!

Unleash Your Startup's Potential at Bits & Pretzels 2023: Open Call for Innovators

AI is no longer just a tool; it's a collaborator. Explore how Agentic AI uses reasoning, planning, and self-correction to execute complex tasks autonomously, reshaping the landscape of HR, finance, and operations.

What is Agentic AI? The Future of Autonomous Workflows in 2026

Beyond the Prompt: Why the Move from Generative AI to Goal-Driven Agents is the Biggest Shift in Business Workflows Since the Cloud.

Agentic AI in 2026: From Smart Assistants to Autonomous Collaborators

# The "Maria" Paradox: Why Digital Deception is a Dead End in 2026

Disclaimer: Recently, a heated discussion erupted on social media regarding the Ukrainian startup [CostCare.AI](https://costcare.ai/). Their AI sales agent, which presents itself as a human coordinator named "Maria," sparked a wave of questions about ethics, transparency, and consumer law. We decided to look closer at this case to understand where the line between "efficient tech" and "digital deception" lies.

### The Case: When AI Wears a Human Mask

The pitch from CostCare.AI is undeniably tempting for any business: an AI agent that works within your CRM, handles client inquiries 24/7, and "sells more than a human manager." It’s a tool built for pure efficiency.

However, the friction started with one simple sentence: "Hi, my name is Maria, and I’m your coordinator."  By giving the AI a human name and a human job title without disclosing its digital nature, the startup hit a nerve. In the comments of the original discussion, users weren't impressed by the tech; they were worried about the integrity of the interaction.

### The Ethical Friction: Why are People Upset?

When we look at the feedback, three major concerns emerge that every leader should consider:

1. The Legal Trap: In Ukraine, legal experts are already citing Article 19 of the Law on Consumer Protection. Misleading a customer about who they are talking to can be classified as a "deceptive business practice."
2. The Trust Deficit: As one user asked, "How did you feel when you found out it was AI? Was there an unpleasant feeling?" Once a customer feels "tricked" by a bot, they stop trusting the brand behind it.
3. The "Dark Pattern" Label: Using human empathy to mask a machine is a classic "Dark Pattern" – a manipulative tactic that might boost short-term sales but destroys long-term loyalty.

The "Reverse AI" Doubt: When the Real becomes Fake

There is a darker side effect to this deception. Because we’ve been lied to so often, we’ve entered an era of Total Human Doubt. Now, when a real person is exceptionally polite or fast, customers snap: "Are you a bot? Stop with the AI scripts!"

This ruins it for everyone. You are poisoning the well for your real employees, forcing them to work twice as hard to prove they aren't machines. In 2025, "perfect" service has become suspicious. We’ve started to value "human mistakes" – typos or slight delays, just to prove there's a soul on the other side.

### What Went Wrong? (Lessons from Google's Project Aristotle)

If we look at Google’s Project Aristotle, the #1 predictor of success is Psychological Safety and Dependability.

In 2025, this applies to your customers too. If your "Maria" is a lie, your brand’s dependability drops to zero. Customers subconsciously wonder: "If they lie about who is answering the chat, what else are they lying about?"

### The Transparency Toolkit: How to Do It Right

If you want to use AI agents (like those from CostCare.AI or others) without losing your soul, follow these rules:

#### 1. Rebrand the Robot

Don’t hide the tech – highlight its benefits.

* Don't say: "Hi, I'm Maria."
* Do say: "Hi! I’m Maria’s AI Assistant. I’m here to give you instant answers while Maria is busy helping other clients."

#### 2. The "Human-in-the-Loop" Handover

AI should be the bridge, not the wall. Use AI to collect data and answer FAQs, but always provide a "1-click exit" to a real human. When the human takes over, they should acknowledge the previous chat to show the customer they are being heard.

#### 3. Value Over Acting

The true power of AI isn't its ability to "act" like a human; it’s its ability to be faster and more accurate than a human. Focus on giving the customer a 25-word summary of their needs or a 24/7 booking link. That’s why they’ll love the bot—not because they think it’s a person named Maria.

4. Add "Human Markers." If you want people to believe your real staff is real, allow them to be human. Use 5-second video intros (like Telegram "bubbles") or spontaneous voice notes in chats to kill the "AI doubt" instantly.

5. The "AI-Free" Badge. In 2025, being "100% Human Operated" is becoming a premium marketing label, much like "Organic" or "Handmade." If you use humans for critical, high-empathy tasks, tell the world!

### Authenticity is the New Luxury

The discussion around CostCare.AI is a wake-up call for the industry. In a world saturated with AI, honesty is your biggest competitive advantage. Don’t force your AI to lie. Being a brilliant, transparent tool is much more profitable than being a fake human.

Giving your AI a human name like "Maria" might boost short-term sales, but it creates a "Total Human Doubt" era. Learn why authenticity is the new luxury and how to use AI agents responsibly without losing customer loyalty.

AI Ethics & Transparency: The Cost of Digital Deception

Ethics vs. Efficiency: Lessons from the CostCare.AI Controversy on Why Masking AI as Human Destroys Brand Trust and How to Build a Transparent Tech Stack.

The "Maria" Paradox: Why Digital Deception is a Dead End in 2026

On December 20, 2023, Kyiv — Center for Innovation and Entrepreneurship [/nnov8](https://www.cyberinnov8.com/) and [Unicorn Nest](https://unicorn-nest.com/), with the support of the [USAID Program "Competitive Economy of Ukraine"](https://www.facebook.com/usaidcep.ua/), are launching the Fundraising Lab project to increase investment maturity and help attract investments for 10 Ukrainian startups.

The 6-month initiative will run from January to June 2024 and will help startups raise capital from local and international investors, including venture capital funds and business angels. The FundraisingLab project offers practical support in the form of development of investment attraction skills, assistance in organizing and supporting an investment round, as well as building connections with the community of local and international investors.

“One of the biggest current challenges for technology companies is access to international capital. FundraisingLab project is designed to improve the level of investment maturity of Ukrainian startups and help ten of them with practical experience of growth and fundraising from local and international investors and business angels,” Sviatoslav Sviatnenko, CEO of /nnov8.

Unicorn Nest, which has already helped more than 300 startups from different countries to attract capital, and whose team members have facilitated investments for Ukrainian startups and scaleups in the total amount of more than $70 million (including Dmarket, SOCPrime, Dreamteam, Lemon.io and others) will become a partner of the project , providing its unique experience and innovative services in the field of fundraising.

FundraisingLab project allows you to use the unique experience of attracting investments in combination with the use of innovative services and online tools for attracting capital.

“We believe that Ukrainian startups have incredible potential and are proud to support their path to fundraising. FundraisingLab was created to help them realize their ambitions in attracting investments and grow in the international market through practical experience and a relevant community,” Denis Dovgopoliy, CEO of Unicorn Nest.

Ukrainian technology startups that attract an institutional round of investments in the amount equivalent to $1 million or more are invited to participate in the project.

Applications for the project will be accepted until January 19, 2024 inclusive.

The start of the project is January 22, 2024.

Read more details about the project and apply [via the link](https://fundraisinglab.com.ua/).

**ADDITIONAL INFORMATION**

The [USAID program “Competitive Economy of Ukraine](https://www.facebook.com/usaidcep.ua/)” supports Ukrainian business in order to increase competitiveness in the domestic market of Ukraine and in international markets, helps in building a simplified and transparent business climate, and also provides Ukrainian companies with opportunities to take advantage of international trade.

[/nnov8](https://www.cyberinnov8.com/) is a center of innovation and entrepreneurship, founded for the development of the technological ecosystem in Ukraine. The center helps potential and existing entrepreneurs create and scale startups as well as technology businesses.

[Unicorn Nest](https://unicorn-nest.com/) is a Ukrainian SaaS company in the FinTech industry, which with the help of services meets all the fundraising needs of startups.

MEDIA CONTACT\
Al’ona Guseva\
Head of PR and Communications at /nnov8\
[aguseva@cyberinnov8.com](mailto:aguseva@cyberinnov8.com)


Join the Fundraising Lab project launched by /nnov8 and Unicorn Nest in collaboration with the USAID Program "Competitive Economy of Ukraine." This 6-month initiative aims to enhance investment maturity and assist 10 Ukrainian startups in attracting capital from local and international investors. Benefit from practical support, development of investment attraction skills, and connections with a vibrant investor community. Apply now until January 19, 2024, and kickstart your fundraising journey in January 2024.

Fundraising Lab project announces a set of 10 startups to help attract investments

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