As the crypto industry remains in a state of purgatory, Binance is embracing generative AI as part of a larger push to make progress in its mission for mass adoption.
The move comes amid a turbulent time for Binance and its competitors. In the seven months since FTX blew up, contagion has wrecked numerous firms, regulatory bodies have cracked down with increasing repudiation and the general public—which never fully embraced crypto to begin with—has shown even less interest in the digital asset space, according to trading volumes.
This context helps to explain why Binance, the world’s largest crypto exchange, is looking to shake up how it caters to the mainstream. The company this month hired Rachel Conlan as its new VP of global marketing, who will lead efforts to “reaffirm” Binance’s standing in the crypto space, per a press release. Conlan is a veteran in the ad industry, having served previous high-level stints at Havas and Creative Artists Agency. Most recently, she served as global head of brand and partnerships at OKX, another crypto exchange.
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In a conversation with Ad Age, Conlan dug deep into the ways that Binance is hoping to turn a corner with the public. In addition to encouraging the use of AI technology both internally and externally, Conlan is doubling down on the firm’s pre-existing media partnerships, including its marquee tie-ups with Cristiano Ronaldo and TikToker Khaby Lame.