Tether taps AI filmmakers to boost brand presence

USDT stablecoin issuer Tether is expanding its reach into the world of artificial intelligence (AI) filmmaking as part of a broader strategy to enhance its brand presence.

According to a Bloomberg interview with Tether CEO Paolo Ardoino, the company's focus on AI is part of a commitment to innovation and promoting operational efficiency.

“AI-based roles, particularly in filmmaking, bring unique advantages that align with Tether’s vision of innovation and efficiency, from scale to speed and cost being a few examples," Ardoino reportedly told Bloomberg. "AI is a significant focus area for Tether and organizations must adapt to reflect this changing reality in the type of roles they seek to hire for."

Tether's AI filmmaker roles

Tether’s careers page outlines the responsibilities for its new AI Filmmaker positions, which will use advanced AI tools to produce short films and videos. According to the job description, these productions will showcase Tether’s products, explore the broader cryptocurrency space and communicate the company’s vision.

"The selected candidates will work closely within the marketing department to ensure that each video aligns with the brand’s message, tone, and visual style," the AI-filmmaker job postings said.

According to Bloomberg, the company has already hired 30 professionals in the past few months to build out its AI platform, and it plans to hire additional filmmakers in regions including Asia-Pacific, Europe, Brazil, Argentina and Colombia.

The role of AI filmmaker includes responsibilities such as conceptualizing, creating, and editing videos that reflect Tether’s messaging and brand aesthetics.

“These videos will be essential for telling stories, highlighting product features, and engaging with audiences in new and dynamic ways,” the careers page says.

Tether's USDT remains the dominant player in the stablecoin market, with over $137 billion in circulation, accounting for roughly 67% of the global stablecoin supply.