Tether now hiring AI filmmakers to manage brand storytelling

Stablecoin issuer Tether has taken an unusual step in expanding its artificial intelligence (AI) business by hiring professionals in AI filmmaking, Bloomberg reported.

According to Tether’s careers page, the AI Filmmaker role involves using AI-driven photo and video tools to create engaging short films and videos. These productions aim to tell compelling stories, showcase products, and bring Tether’s brand vision to life.

The selected candidates will collaborate with the marketing team to ensure alignment with the company’s branding, tone, and visual aesthetics.

Paolo Ardoino, Tether’s CEO, emphasized the strategic value of incorporating AI filmmaking into the company’s operations. He noted that this approach aligns with Tether’s commitment to innovation, improving scalability, efficiency, and cost management.

Ardoino also highlighted the growing importance of adapting hiring strategies to reflect AI’s influence in modern business landscapes.

Though details of the recruitment process remain scarce, Ardoino revealed that Tether has already hired 30 individuals in recent months to build its AI platform.

Beyond filmmakers, Tether is recruiting AI Inference Engineers in over 20 countries, including France and India, and six researchers specializing in Large Language Models (LLMs).

Ardoino has previously disclosed that Tether aims to launch its interactive AI platform by the first quarter of 2025. While specifics remain unclear, he confirmed that the platform will allow users to interact with AI directly from their smartphones, continuing the company’s significant step into AI development.

USDT’s market cap

While Tether pursues growth in AI, its flagship stablecoin, USDT, has encountered challenges in the market. The token’s circulating supply has dropped from a December peak of $140 billion to $137 billion as of press time.

Market analysts suggest the decline stems from multiple factors, including several European exchanges’ recent delisting efforts to comply with the recently enforced Markets in Crypto-Assets (MiCA) regulations.

Additionally, a downturn in the broader crypto market has exacerbated the situation, with Bitcoin’s price recently falling from highs above $100,000 to below $95,000.

Despite the setback, USDT remains the largest stablecoin by market capitalization, controlling around 70% of the $205 billion market.

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