Phemex, a cryptocurrency exchange with over 10 million users, has launched what it calls an "AI-Native Revolution," initiating a comprehensive, company-wide transformation to embed artificial intelligence into the core of its business. Announced on February 19, 2026, the strategy moves beyond adding AI as a standalone feature, instead restructuring the entire organization around intelligent systems.
The exchange plans to implement AI as a foundational layer across management, operations, product development, and strategic planning. According to the announcement, this shift is designed to reshape decision-making processes, product construction, and how value is delivered to users. Internally, Phemex is redesigning workflows to incorporate AI-driven processes aimed at streamlining operations and accelerating product development cycles.
The transformation extends to talent strategy, with the company expanding its AI capabilities through development programs and strategic recruitment to ensure intelligence is integrated into both its technology and corporate culture. Future product initiatives will be built upon this new AI-native foundation, with the goal of creating a more intelligent and adaptive trading environment for users.
Federico Variola, CEO of Phemex, framed the move as a necessary structural shift for the industry. "The AI revolution is not a trend, it is a structural turning point for our industry," Variola stated. He explained that for users, this should translate to more adaptive tools and efficient execution, while for the industry, it signals a move from competition based on listings and fees to competition based on intelligent technological integration at an architectural level.
The announcement positions this transformation as part of a broader structural shift within digital assets, where AI is becoming the core engine of modern financial systems by reducing information asymmetry and automating complex market analysis. Phemex's ultimate aim is to evolve from a technology-enabled exchange into a fully AI-native organization.
