Under the leadership of CEO Brian Armstrong, there’s a strong initiative to integrate artificial intelligence (AI) across Coinbase. It’s not just about encouraging engineers to adopt new technologies; he’s gone after engineers who failed to embrace AI. Throughout a series of monthly convenings, Armstrong pushed teams to think creatively about how they could use AI in their processes. He wrote that he was pissed at some engineers who just didn’t show up for no good reason.
Armstrong advocated for the speedy adoption of AI to engineers’ tasks. He proclaimed that they needed to onboard with AI by the end of the week, or they would be fired. He organized a meeting on Saturday to address those who had not yet utilized the AI assistant, signaling a willingness to fire those who did not comply.
“I said, ‘AI is important. We need you to all learn it and at least onboard. You don’t have to use it every day yet until we do some training, but at least onboard by the end of the week. And if not, I’m hosting a meeting on Saturday with everybody who hasn’t done it and I’d like to meet with you to understand why.’” – Brian Armstrong
Armstrong acknowledged that firing engineers for not adopting AI would be a “draconian approach.” He felt this was a necessary move to allow the company to remain competitive amid the rapidly shifting technology environment. His position represents a broader company-wide commitment to integrating AI across Coinbase’s operational framework.
The collision occurred while many of us were attending a Connecting Cities Forum in San Francisco from October 27-29, 2025. It’s a bold move that has caught the eye of its industry friends, including PayPal’s Patrick Collison, co-founder and president of Stripe. For Collison, these experiences have all built upon his first love – coding. He warned against putting too much trust in AI-generated code. His view brings a new level of controversy to the hotly contested discussion on how AI fits into software development.
In response to all the recent hype, Armstrong has gone all-in on AI workforce development. Perhaps most importantly, he wants to instill a culture that encourages engineers within TASHK to experiment and explore AI technologies. This new philosophy will improve efficiencies and cultivate creativity within Coinbase. By stating upfront that “AI is not optional,” he aims to cut through any indecision about the importance of AI.
Though industry experts have slammed the suddenness of Armstrong’s tactic, these experts see the need to move with the technology. The tech sector is in the midst of a major paradigm shift, and companies that do not adapt quickly enough may find themselves with little left to lose.
