Barbara Mróz-Gorgon – expert on creating a scandal

Information Agency: Donald Tusk – Prime Minister of the Government of the Republic of Poland struggling with gigantic challenges, bowed to the concern about the promotion of Poland, and felt that now the most important, possibly due to the fact that there are holidays, must make a fresh office: a typical of the Government of the Republic of Poland for the promotion of the Polish brand. He has invented “the best specialist from brand formation, specified conventional readable brands for companies, strategical promotions”, a brand management expert and quality with whom he has been working for a long time, i.e. a proven and trustworthy person.Prof.Barbara Mróz-Gorgon, within 3 weeks of office, the decision proved to be 1 of the government's biggest embarrassments. The Information Agency explains what the scandal is about and presents the opinion expressed by Radosław Kazimierz Kobiałko – director, screenwriter, maker of tv programs, on the facebook portal.

Prof. Barbara Frost-Gorgon – The typical of the Polish Government for the promotion of the Polish brand is the author of the study "Polish same image – Part I. study on DNA brand Poland – interior perspective‘ which was generated automatically, contains hallucinogenic content. Barbara Mróz-Gorgon attributed the authorshipAlthough she most likely didn't even read the document, she signed and distributed it. This proceeding is embarrassing and disqualifying, and worse, embarrassing, all who participated in it.

https://www.youtube.com/embed/RrAFz8nwZS0

Barbara Natalia Mróz-Gorgón – basic information

Barbara Natalia Mróz-Gorgon – doctor habilitated social sciences, in the discipline of management and quality science, prof. University of Economics in Wrocław in Poland and University of Kasetsart in Bangkok, the Kingdom of Thailand. He specializes in brand management (branding), marketing strategies and image communication. 29 July 2026 became a proxy of the Polish Government for the promotion of the Polish brand, in the rank of Secretary of State. The regulation states, inter alia, that The mandate is to coordinate government administration activities related to the creation, implementation and improvement of a coherent national brand. Following the disclosure of the disgraceful study “Poles self-Portrait – Part I. study on the DNA of the Polish brand – interior perspective”, which she was the author, containing shocking and bright errors generated by artificial intelligence, to which she publically admitted, she stated that the criticism of the paper was a hatred and filed a resignation after 3 weeks of office on 21 August 2026.

Problems of the “Poles' own portrait” report

The study “Poles Self-Portrait – Part I. study on DNA brand Poland – interior perspective” was prepared, prepared under the direction of Barbara Frost-Gorgonthrough the Foundation Brand Polska Think Tank and presented on 25 November 2025 at the Leon Kozmiński Academy in Warsaw, at the conference "The future of Marka PolskaIt’s okay. ” It turned out that the paper contained substantive and linguistic errors and was created through generic artificial intelligence. The study is of low substantive quality. Expert analyses have shown that the paper was created in almost 90% utilizing AI tools. Prof Barbara Frost-Gorgon She acknowledged in the media that she was utilizing artificial intelligence, but explained that it was a working material "work in progress” — English translated into Polish as “Work in the process) which ‘should never appear in public space’. The study included curiosal thesis and mistakes, specified as the claim that Young generation of Poles speaks Mandarin fluently.

“The study of own Poles” sparked a crisis

In connection with the study "Poles own image – Part I. study on DNA brand Poland – interior perspective" a crisis of credibility broke out. The problem is that the paper is in public space, it contains absurd errors. The amazing thing about this is that Prof. Barbara Mróz-Gorgon – “the best specialist” from the brand may have so small thought of rescue actions erstwhile coming out of the crisis. The resulting situation is simple in which to apply, for example, 5P principle (A proven model of crisis communication by Adam Łaszyn, which helps to master the crisis of image and rebuild trust): ❶ the grief of expression (or apologize), ❷ admit, ❸ to counteract, ❹ to correct and to correct losses. Even if prof. Barbara Mróz-Gorgon (the best specialist) does not have this knowledge, they should have people who cooperate with her or the government's press team. The inertia is so large that it can be suspected that the full affair was triggered to, distract the media and public from another crucial topics. From data Media Monitoring Institute It appears that the information on Barbara Mróz-Gorgon, a erstwhile government typical for the promotion of the Polish brand, generated AVE (Advertising Value Equivalent) between 29 July and 26 August 2026, or advertising value equivalent of 38.600,000 PLN, and so “best expert” will accomplish any “success”, it is said that "No substance what they say, it's crucial that they say and don't twist their name!It’s okay. ”

Radosław Kobiałko – opinion, on “Poles' own portrait”

Radosław Kobiałko: “The Most Outstanding Specialist‘ report „Polaków same image – Part I. study on DNA brand Poland – interior perspective” full hallucination, the Ministry of athletics and Tourism that did not order it, and experts who have not read it. Barbara Mróz-Gorgon's affair speaks much more about Poland than "Polish flat“..

The gibberish masks incompetence

After a strategical alliance of rackholders, validation of brand DNA, implementation of key insights, definition of KPI, touchpoints, frameworks and deliverables, we can most likely already make a final deep dive of this scandal and establish its impact on our national branding. Sound familiar? More or little this language has been spoken by any of the planet of self-appointed experts for years, and Barbara Frost-Gorgon has mastered it truly well. Her ‘power speed” which even boasts of an authoritative bio, can sound like first version of the answer of the hallucinating language model: quite a few words, quite a few English, a sense of large strategy, and an expanding difficulty in determining what was actually said. Almost everything has already been written about this affair, so I preferred to wait until the memes from “Polish flat” and “traditional breadmaking” were stopped, and documents, earlier statements and subsequent versions of translations began to come out.

Showing a immense marketplace of pseudo-expertity

Today in the Barbara Frost-Gorgon affair I see something much more interesting than another case of fatal usage of AI: a show of immense marketplace of pseudo-expertitywhich existed long before ChatGPT, a country completely unprepared to measure the quality of the acquired knowledge and people who can sale their own authority more effectively than their actual achievements. And this time she only hurt them due to the fact that she left the mistakes so grotesque that Someone's yet started reading.

Barbara Mróz-Gorgon was presented by Donald Tusk – Prime Minister of the Government of the Republic of Poland as "The most prominent specialist in Poland from brand formation, who has been working with us for a long timeIt’s okay. ” A fewer decades later, she resigned following the disclosure of the study “Poles own image – Part I. study on the DNA of the Polish brand – interior perspective”, under which she is described as “project manager and study authorIt’s okay. ” The paper was created utilizing the AI, which Barbara Mróz-Gorgon herself admitted, later explaining that it was a working material that should not have been placed in public space. but he hung in public for months, had logo of the Ministry of athletics and Tourism, number of contract concerning the task financed by the ministry and was officially presented during the event involving the Deputy Minister.

Compromising errors in the study “Poles own portrait

Mistakes in the study “Polaków self-Portrait – Part I. study on the DNA of the Polish brand – interior perspective” are moments so absurd that it is truly hard to believe that anyone read the full before publication, among others: ❶ Katowice was in the “north centre”, ❷ Wrocław in the “north west”, ❸ appeared “Polish flat”, ❹ “traditional breadmaking”, ❺ “OPIEKUNKA and GUARDIANKA”, ❻ “Despite actual achievements”, ❼ incorrect economical data, ❽ miscalculated nobility, ❾ miscalculated companies and footnotes whose numbering looks like the remainder of respective uned versions of the document.

“Poles' own portrait” study – methodological contradictions

Much more serious are in the study “Poles own image – Part I. study on DNA of the Polish brand – interior perspective” of methodological contradictions. The paper talks about 35 group interviews, and the further description shows that it was most likely 35 participants divided into respective groups. The workshops were held according to various passages of the paper in 7, 5, or 3 cities. Declared over 180 hours of recordings are incompatible with the described test time, from which about 42 hours can be counted. Various institutions besides gave different numbers of participants. These are no longer comic typos, only the question of whether on the basis of specified prepared material any serious conclusions could be drawn regarding the Polish brand.

Ministry of athletics and Tourism 3 times ‘no’ or 3 times ‘yes’

The Ministry of athletics and Tourism now ensures that this circumstantial study "Poles same image – Part I. study on DNA brand Poland – interior perspective" ❶ did not order, ❷ did not pay for it and ❸ did not agree to usage its logo. On the another side of the document, however, it is noted that The task is implemented as part of the public task “Marka Polska – tourist substrategy”, co-financed by the Ministry of athletics and Tourism under a contract dated 5 June 2025. The hotel spent PLN 179,738,19 on a wider project, so the phrase that “the study cost 180 thousand” is simply a simplification. This money included a larger task, not the 26-page PDF itself.

Dance of walkers with study

In December 2025, however, the Ministry of athletics and Tourism itself officially informed about the presentation of “Poles image of Own”, specifying report as the widest quality improvement so far prepared for building a national brand. Peter Boris – Undersecretary of State at the Ministry of athletics and Tourism from the Civic Coalition praised the launch of investigation and thanked Barbara Frost-Gorgon for coordinating the project, and now says the study did not read And the state didn't pay for it. Foundation of Mark Polska, on whose side the paper was on, emphasizes present that was not a formal organization to the ministerial agreement, the current board is cut off from its creation, spokeswoman of the civilian Coalition acknowledged that He doesn't know whose thought it was to call Barbara Frost-Gorgon, a The Warsaw prosecutor's office has already asked the Ministry of athletics and Tourism for documentation, about that.

Disaster of public relations and even more

She came out of this public relations disaster all the more fun due to the fact that it concerns people professionally active in public relations, branding and communication. The study “Poles own image – Part I. study on DNA of the brand Poland – interior perspective” has author Barbara Mróz-Gorgon, who says that it was actually a working version, The Ministry of athletics and Tourism has its logo and contract number in the report, but the study did not order, Deputy Minister had previously promoted its premiere, but did not read the document, and the Mark Polska Foundation published the paper on its own side, but the current board does not want to take work for its formation.

The marketplace for analyses, strategies, audits and expert studies has been developing for decades

For decades, there have been masses of equally worthless analyses, strategies, audits and expert papers, but they were written in correct Polish, did not leave behind a “flat” suitable for memes or had respective 100 pages, so nobody wanted to check whether there was anything in them too the volume. any protected the professor's authority, any of the name of the institute, foundation or think tank, and any passed by due to the fact that everyone around considered experts to be experts erstwhile they introduced themselves as experts.

Market of analyses, strategies, audits and expert studies – how to work

The marketplace for analyses, strategies, audits and expert studies has grown especially with the improvement of think tanks, institutes, foundations, congresses, programme councils and another common adoration associations. 1 institute commissions another, the foundation cooperates with think tank, think tank invites experts from a friendly council, then everyone meets at a conference, presents “recommendations”, kind the task into their biographies and then do it together next. Hundreds of ‘roadmap’, ‘insights’, ‘benchmarks’, ‘stakeholder mapping’, ‘key finding’, ‘brand purpose’, ‘brand DNA’, ‘customer journey’, ‘KPI’, ‘targets’, ‘impacts’, ‘framework’, ‘value propositions’, ‘quick win’, ‘best practices’ and ‘holistic approaches’ are formed from which in the vast majority of cases there is nothing another than another PDF file and the next CV position (Curriculum vitae – a brief professional life communicative that describes the experience, education and skills of the individual concerned).

Barbara Frost-Gorgon – a way to position

Barbara Frost-Gorgon's public biographies are very well suited to this world. She is simply a researcher, prof. of the University of Economics in Wrocław, lecturer, consultant, specialist in branding, strategy and rebranding, president and associate of various bodies, and 1 of the authoritative biographies can even be read that gave more than 20 "power spears". I'm not going to take distant her academic achievements, but I would inactive like to see a circumstantial global brand whose value thanks to her strategy has increased by billions, a large company whose success can be combined with this strategy, or international task on the scale justifying the Prime Minister's designation of it as “the most prominent specialist in Poland from branding”.

Donald Tusk and his dubious success

On the authoritative website Strike KingBarbara Mróz-Gorgon was listed as creative director This kickboxing federation. It's an organization that planned on 1 of the galas. performance by Marcin N. ps. “Maniek”, erstwhile kibbola leader Wisła Kraków, legally sentenced to 10 years in prison For a fatal beating. After the journalistic publication, there was no performance. Barbara Frost-Gorgon's name besides appeared in the application for public backing Strike King Festival as creative director. The very handling of kickboxing evidently does not disqualify anyone, but if Donald Tusk – Prime Minister of the Government of the Republic of Poland presents individual as “the country's most prominent specialist“ I have the right to ask you precisely what professional successes this uniqueness was brought out of.

Price per bottle

I besides have a completely different look at the celebrated 180.000 or 200,000 zlotys that everyone is so excited about. This is immense money for bubel, which we have yet seen, due to the fact that the study “Poles own image – Part I. study on DNA of the Polish brand – interior perspective” in this form does not represent virtually any value. For a major task concerning the 38-million-dollar brand of the state, based on actual qualitative research, appropriately selected respondents, transcriptions, analysis, expert consultation, verification of sources and professional editorial, 200,000 PLN is not a large budget.

Suspiciously ridiculous amount for the report

For specified money I would not undertake to prepare a serious study on the Polish brand, due to the fact that the specified gathering of a truly good team, conducting investigation and their honest analysis could consume most of this amount. True experts in strategy, marketing, technology or management, who can increase the value of large companies, sale their cognition to corporations for money many times larger. If individual truly had the competence to make a world-class strategy of the Polish brand, the amount below PLN 200,000 for the full task would not make any impression on me, but for the question, how would specified a budget be done truly well?

Outstanding experts and pseudo-experts – differences

Over the years, I have met the most successful people in the media, culture, music, technology, business and marketing, besides at the planet level, and very seldom have I encountered the request for specified a linguistic display. The best can usually say a very complicated thing so that everyone understands it.. They do not request a fewer sentences “strategic alignments”, “key learnings”, “cross-sector synergies” and “brand archetypes”, due to the fact that their position shows the things they have done. Pseudoexperiencing much more frequently needs a language to impress On people who don't rather realize what they just heard.

Damage to artificial intelligence

However, the worst consequence of this may be the harm caused by the wise usage of artificial intelligence. At a time erstwhile it became fashionable to criticize everything that was created with the participation of AI, we got a study perfect for people who have no thought about working with LLM models: since AI invented "Polish flat", that means that AI is primitive and produces nonsense.

Professional working with language models is demanding

Language models can hallucinate, besides the best ones, so professional work with them requires ❶ sources, ❷ context, ❸ precise commands, ❹ division of tasks into stages, ❹ checking results, ❺ verification of data and citations and ❻ final control of the man who is liable for the paper of his name. Well-used language models can analyse immense amounts of material, organize qualitative data, aid in transcriptions and reduce work that lasts weeks to days. The study “Poles Self-Portrait – Part I. study on DNA of the Polish brand – interior perspective” does not compromise the anticipation of artificial intelligence, it compromises the way it is utilized and the deficiency of simple control of the result.

The level of errors left seems like individual treated the model with more or little a command “make me a professional study on the Polish brand“ He took the consequence and found the work done. I do not know precisely how the paper was created and I will not pretend that I know the prompties (commands, queries or text instructions that are transmitted to artificial intelligence (AI) to execute a circumstantial task) of its authors, but I know that the professional verification process should capture ❶ Wrocław moved to the north of Poland, ❷ non-existent words, ❸ conflicting numbers of participants and ❸ dispersal methodology regardless of whether the first draft was created by a man, ChatGPT or both.

The tool is not liable for user competence

Negotiating the anticipation of artificial intelligence based on the study “Poles' own image – Part I. study on DNA brand Poland – interior perspective” makes about as much sense as assessing the capabilities of computers based on a presentation prepared by a man who first launched PowerPoint. The tool is not liable for user competence. The model does not sign the study by its own name, does not submit it to the minister, does not collect remuneration and does not enter the task on the CV.

Conclusions of the affair

Therefore, after the full affair, I am little curious in “Polish flat”. I would much more like to know how many akin papers the state, local governments, public companies, foundations and institutes have financed over the last 20 years, how many of them have truly been read before the reception and how much was actually utilized for anything too task settlement, conference and another entry in the expert's biography.

This time, AI left so compromising traces that individual yet looked inside.

Radosław Kobiałko

https://www.youtube.com/embed/NxW54l3IZrg

Radosław Kobiałko – basic information

Radosław Kazimierz Kobiałko – director, screenwriter, maker of tv programs, concerts, events, manager of Best Stream Awards. He besides runs a podcast “Radek Kobiałko BroadcastsIt’s okay. ” Founder and president of the media company Factory No 1.

Radosław Kobiałko – professional career

Radosław Kobiałko co-founded 1 of the first independent weekly newspapers in 1989 and 1 of the first private radio stations in 1992 Radio O’leHe was the head of the program. In 1994–95 he was 1 of the producers of the Paradise Festival of Polish Song in Opole. For television, Polsat produced respective twelve columns for programs specified as "TV Courier“or ‘Zoom on the cityIt’s okay. ” In 2007, he was the creative maker of the election Miss World and the only justice in past from Poland. In 2008, he co-founded the concept of Polish presentation on Expo 2008 in Zaragoza in the Kingdom of Spain. Directed the program "Breakfast question: Weekend” and the game show “Kids up!“ In the programme of the second Polish Television, he besides prepared the introduction of awards series in Poland Mobile Music Awards and Mobile Awards.

Radosław Kobiałko – businessman

Radosław Kobiałko is the founder and president of mill No. 1 Sp. z o.o. beneficiary of the Programme 8.1 Innovative Economy and implementing a multimedia guide task in 5 language versions dedicated to mobile phones, iPads and another tablets, based on the Andrid system. As of August 2013, he co-creates and introduces the OZ tv platform to the next countries.

Information Agency – basic information

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AI opinions /dec/ Friday, August 28, 2026, source: facebook – “Radek Kobiałko Nadają”, illustration facebook.