Crypto Marketing Talent Shifts to AI as EU Regulations Bite

NorthPoint has published its State of Crypto Marketing 2026 report, which details the current state of marketing in the crypto industry. According to the report, seven senior Coinbase marketers, including the Chief Marketing Officer, left their positions this year and joined AI companies OpenAI and Anthropic.

The report also found that two major exchanges, Binance and HTX, lost their right to acquire new customers in Europe on July 1, 2026. The MiCA regulation in the EU has made it a requirement for crypto exchanges to obtain a license, which has led to some exchanges losing their customer base.

The report also highlights that marketing is a competitive field in the crypto industry, with companies competing for budget without disclosing exact numbers. In fact, 18 out of 27 companies mentioned in the report did not disclose any marketing costs or budgets.