AWS re:Invent 2025 - Scaling support, compliance, & productivity with conversational AI at Coinbase

Scaling Support, Compliance, and Productivity with Conversational AI at Coinbase

Introduction

• Coinbase, a leading crypto exchange, is leveraging generative AI to transform its customer support, compliance, and developer productivity workflows.
• The presentation covers Coinbase's journey in adopting AI technologies, the key challenges they faced, and the solutions they implemented using AWS services.

Coinbase's Mission and AI Adoption

• Coinbase's mission is to expand economic freedom by providing a secure and trusted platform for individuals and institutions to trade and transact crypto assets.
• To achieve this, Coinbase focuses on three key pillars: building trust, making crypto accessible, and scaling globally.
• AI and machine learning are fundamental to Coinbase's operations, powering security, personalization, and innovative blockchain-based solutions.

Customer Support Transformation with Conversational AI

• Unique challenges in delivering customer support in the volatile crypto market:
  • Unpredictable user activity requiring rapid scaling of support
  • Need to maintain trust and provide consistent support globally
• Coinbase's strategy for conversational AI in customer support:
  1. Breadth: Integrated platform leveraging multiple LLMs and data sources through standardized interfaces.
  2. Depth: Targeted investments in high-impact areas like chatbots, agent assist tools, and insights extraction.
• Chatbot architecture:
  • Iterative design with increasingly sophisticated capabilities:
    1. FAQ-style retrieval-augmented generation (RAG) responses
    2. Autonomous execution of business procedures
    3. Proactive issue resolution
  • Key design principles: model selection, tool standardization, business adaptability, and grounded responses.
  • Continuous monitoring and evaluation of chatbot performance using LLM-based quality assessments.
• Impact:
  • 65% of customer contacts handled automatically, saving 5 million employee hours annually.
  • 65% of automated cases resolved in a single interaction, compared to up to 40 minutes for human agents.

Compliance Transformation with Generative AI

• Compliance challenges:
  • Heavy human-intensive processes for KYC, KYB, and transaction monitoring.
  • Need for thorough investigations and detailed explainability for regulatory bodies.
  • Adapting compliance processes to diverse global regulations.
• Coinbase's compliance AI strategy:
  1. Breadth: Leveraging the internal Genai platform and traditional ML models.
  2. Depth: Advanced deep learning models for high-risk case detection, automated investigations, and compliance assistance.
• Compliance Assist Tool:
  • AI-powered tool that gathers and synthesizes data from various sources.
  • Generates a narrative summary and clear risk review signals to empower human compliance agents.
  • Final decisions made by human compliance agents, with AI providing speed and depth of analysis.

Enhancing Developer Productivity with Generative AI

• AI-powered tools integrated into Coinbase's software development lifecycle (SDLC):
  1. Code authoring: Assistants like Claude Code and Cursor integrate with IDEs.
  2. Code reviewing: Automated PR review tool that summarizes changes, enforces conventions, and identifies testing gaps.
  3. Quality assurance: AI-powered automated UI testing with natural language test descriptions.
• Impact:
  • 40% of daily code written is AI-generated or AI-influenced.
  • 75,000 hours saved annually through automated PR reviews.
  • AI-powered UI testing achieves accuracy on par with human testers, detects 3x more bugs, and reduces testing costs by 86%.

The Path Forward

• Coinbase's goal is to democratize AI across the organization, empowering every employee to leverage the technology.
• Modernizing and upgrading the existing AI systems to keep pace with industry advancements.
• Leveraging platforms like AWS Bedrock and Agent Core to enable secure, scalable, and interoperable AI agent deployments.

Key Takeaways

• Coinbase is pioneering the use of generative AI across critical business functions, including customer support, compliance, and developer productivity.
• Their AI strategy focuses on both breadth (integrated platforms) and depth (targeted high-impact use cases).
• Coinbase has achieved significant business impact, including automation of 65% of customer contacts, 75,000 hours saved in code reviews, and 86% cost reduction in UI testing.
• The company is committed to democratizing AI across the organization and modernizing its AI systems to stay ahead of the curve.