The New Trading Stack Is AI-Native. Financial Institutions Are Turning to Surf AI -- Not Frontier Labs.

• 70% of Financial Institutions, including Goldman Sachs, Bank of America, and Coinbase have already integrated AI.
• AI-driven trading is becoming the new norm for investors worldwide
• As the frontier AI team in digital asset, Surf AI is leveraging its capabilities to serve this demand as the AI partner for leading exchanges

PALO ALTO, Calif., Sept. 10, 2026 /PRNewswire/ -- Surf AI, the leading AI partner to bring digital asset intelligence for financial institutions, announced a partnership with Bithumb to build an AI-native trading experience, keeping Bithumb ahead of their peers in the broader trend of integrating an owned AI layer into their platforms.

As AI integration accelerates across financial institutions, a customized, owned intelligence layer is becoming table stakes. The bar is strict: outputs must stay informational and brand-neutral, and a single hallucinated price reaches every user under the exchange's own brand. A frontier, off-the-shelf model isn't a realistic option — it can't hold up to that standard at production scale.

Surf partners with financial institutions to build that intelligence layer around the model, tailored to each client's strict quality requirements. For Bithumb, a custom harness runs all grounded data through 100 quality checks every five minutes; every LLM output is generated only from that evidence and validated by a zero-tolerance compliance check. Translation is then evaluated by an LLM trained on human labels.

In production, the AI layer in Bithumb has processed more than 500 million market data points with 99%+ production API availability.

"We saw Surf as the partner best aligned with the direction Bithumb is pursuing. Turning the vast data of the digital asset market into intuitive insights that retail investors can actually digest requires both AI capability and the ability to refine social data, and Surf brings both." said Yoon Ki Kim, Trading Lab Head of Bithumb. "Bithumb's goal is to create an environment where users can clearly understand complex market movements through data. We expect the AI signals and analysis delivered through this collaboration to help close the information gap that retail investors face."

"As more financial assets move onto blockchain rails, navigating this market has become harder even as the need to do so grows. With Bithumb, we've shown how AI can unlock that for an established financial institution's customers in ways off-the-shelf models can't match," said Ryan Li, CEO, Surf.

To mark the launch, traders in Korea who join Bithumb through Surf AI receive a 50,000 KRW bonus upon completion of their first trade. Learn more

About Surf AI

Surf AI is the AI partner to bring digital asset intelligence for financial institutions. For more, visit asksurf.ai 

About Bithumb

Bithumb is one of South Korea's leading digital asset exchanges, with approximately 820,000 daily visitors. For more, visit bithumb.com.

Media Contact:
Ryan Li
CEO, Surf AI
[email protected]
(510) 701-7905

SOURCE Surf