- AdEx has rebranded as heyAura and is moving its focus from decentralized advertising to AI agents built for Web3 wallets.
- The company says its new wallet-native assistant is designed to help users execute and manage complex onchain actions with human oversight.
AdEx is dropping the name that defined its first chapter in crypto and moving into a very different one. The company has rebranded as heyAura, marking a strategic shift away from decentralized advertising infrastructure and toward AI agents embedded directly inside Web3 wallets.
That is not a cosmetic change. It is a repositioning built around a fairly obvious trend in crypto right now: users have more onchain data, more protocols and more tools than ever, but very little of it is stitched together in a way that actually helps them act with confidence.
From ad protocol roots to wallet-native AI
AdEx first emerged in 2017 as one of Ethereum earlier decentralized advertising projects. Since then, it has lived through several market cycles, kept the ADX token alive, and gradually moved beyond the original ad-tech frame. The heyAura rebrand makes that evolution explicit.
The new focus is an AI assistant that sits inside Web3 wallets and interacts through natural language. According to the company, users can ask it to identify DeFi yield opportunities, execute conditional trades, split large swaps to reduce slippage, batch small token balances, process outside data inputs and revoke risky smart contract approvals. The pitch, basically, is to reduce the number of tabs, tools and manual steps between intent and execution.
Dimo Stoyanov, co-founder of AdEx and now heyAura, put it plainly, saying users are operating in “increasingly complex environments” where they face more data than ever but still miss opportunities, take avoidable risks and rely on fragmented tools.
A wallet assistant built around context, not custody
The company says heyAura is designed around a human-oversighted model. Users define the goal and approve execution, while the assistant handles the operational work in the background. Combined with account abstraction, that can allow several AI-generated actions to be bundled and approved with a single signature.
A key part of the product is its wallet-native design. heyAura says the assistant can work with portfolio context, positions and transaction history without taking custody of private keys. The first deep integration is expected with Ambire Wallet, while support for other wallets, protocols and third-party builders is also planned.
The company is also building support for locally run AI models, with the idea that sensitive financial data can remain on-device rather than being pushed into remote systems by default.
