swampUP 2026 is officially LIVE in New York City! Three days, one stage, one mission: rebuild trust for a software supply chain that increasingly ships itself. Keynote updates land here as they happen, September 1–3, 2026. Let’s go!

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Conference Day 1, September 2nd

[9:25 a.m.] The Agentic Software Supply Chain: Rebuilding the Trust Model

Yoav Landman | JFrog Co-Founder and CTO

Overview

The world’s software supply chain has mutated. “Liquid Software” is here, delivered through binaries! Software now flows continuously: assembled, evolved, and deployed through streams of binaries at AI speed. Source code is no longer the center of gravity in a faster, more autonomous software factory. Coding agents are becoming true software agents pushing software forward faster than human-driven governance can track. This is the AI surge.

This shift breaks the trust model you have only recently finished building! The new, AI-powered supply chain instantly creates assets nobody has controlled before, and exposes attack surfaces nobody has secured before. Agents’ code and actions can create massive downstream impact in seconds, and the same AI capabilities that write code can also find and exploit vulnerabilities in it.

As software is assembled and shipped at agentic speed, trust has to move closer to the binary, the runtime, and every decision point in the pipeline, anchored to one single system of record for everything that ships.

In this landmark keynote, we show how JFrog has become your Single Source of Truth for the Agentic Software Supply Chain: securing and governing every package, model, AI asset, and release process across your software factory, at scale, regardless of the tools, agents, or pipelines you use.

Sound bites from the session

• Yoav opens with an analogy: skyscrapers were capped at six floors for decades because elevator cables could snap — until Elisha Otis stood on a lift at the World’s Fair and cut the rope himself, demonstrating the safety brake he’d invented. Buildings could suddenly go higher because people trusted the brakes, not the rope. That’s the confidence JFrog wants to give teams to build at agentic speed.

[9:00 a.m.] Opening: Creation is Limitless, Trust is Everything

Shlomi Ben Haim | JFrog Co-Founder and CEO

Overview

Leap into the future of trusted software and AI with JFrog’s founders as they unpack how AI is reshaping the software supply chain. As autonomous agents move from assistants to builders… writing code, resolving dependencies, and producing binaries at machine speed.  See how the rules of trust are being rewritten.

Sound bites from the session

• Shlomi opens by explaining why swampUP exists in the first place; not as a show, but because the industry has increasingly become “centered around the binary.”
• His central argument: the software world didn’t just change in how code gets made, it changed who creates it. That shift means organizations aren’t just adjacent to “the binaries business” anymore; every person in the room is now in it, because that’s what building software requires today.
• “This year has been extraordinary, because what we’ve seen is that while agents can write code, the people in this room have a different responsibility. The people in this room are building trust.”

• What’s the tradeoff? According to Shlomi, it’s not about the budget allocated to AI. “It’s about how fast the world is moving, and how fast we need to adopt new practices.”
• Shlomi says the desired outcome of a well implemented AI is the quality and the amount of your binaries. He encourages us to ask ourselves “Is it secure? Is it safe? Is it happening faster than competitor?” If the answer is, yes, “That’s the outcome. That’s the desired outcome of a well-implemented AI.”

• Shlomi uses a metaphor of the New York City skyline. Most people look up and admire the towering buildings. They don’t consider the foundation, the critical piece of infrastructure that skyscrapers are built on. JFrog is your foundation. And Artifactory is the heart of the software supply chain.
• “If you can’t move at the speed of the machine, then how can you trust what you ship?”
• When it comes to the cloud, Shlomi takes a poll, asking the group to raise their hands if they believe on-prem is a thing of the past. Regardless, he says, “It’s not about on-prem versus cloud; it’s about the flexibility you need when deploying AI.”
• He then introduces Rinat Zilberstein, Vice President, Global Software & Product Delivery at AT&T

• Rinat says “Everything that you can imagine today is being managed by agents.”
• She presents a new challenge: managing hybrid teams at scale. Now, teams include humans and agents, and the scale is crazy. “How do we make sure things don’t get out of control?”

• “All of us here are responsible for making sure our products are safe and reliable to protect our customers.”
• “We understand that if you want to build higher, if you want to build for scale, you have to invest in the foundation. AI is changing how high software can go, but you are the owner of software supply chain.”
• Now, Rinat says, the industry understand that nothing can be shipped without the right governance, especially in a hybrid world, where machines are building the software.

• Rinat asks: “Out of thousands of technologies and hundreds of products, how do we know where the vulnerabilities are?” She continues: “We have to have one single source of truth to let you know where to go to fix it when something goes wrong.”

• Shlomi then joins Rinat back on stage. He concludes, “Nvidia is not only becoming the AI infrastructure, but also the highway, the highway for AI. At the end of the highway, in your organization, is a gatekeeper, which is called JFrog.”
• If we just stick to a roadmap without giving you this flexibility, trust me, none of you will survive this era of AI that is changing so fast.
• He closes by announcing the Carl Quinn Award to the amazing speakers