In a blunt internal memo, Shopify CEO Tobi Lütke has told employees that before they request additional headcount or resources, they must first demonstrate why their goals cannot be achieved using artificial intelligence.
The message, shared internally late last month and later posted by Lütke on X, marks a decisive shift in how the e-commerce giant expects its workforce to operate in the age of AI.
“What would this area look like if autonomous AI agents were already part of the team?” Lütke asked in the memo, describing the question as a springboard for “really fun discussions and projects.” However, the underlying message was unmistakably serious: using AI is no longer optional; it’s a baseline requirement at Shopify.
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The broader message, first reported by CNBC, underscores what Lütke called “reflexive AI usage,” a cultural shift he says must be embedded across all teams and roles.
“Using AI well is a skill that needs to be carefully learned by… using it a lot,” Lütke wrote. “It is now a fundamental expectation of everyone at Shopify.”
Lütke, who has led Shopify since its founding in 2006, called the rapid adoption of AI “the most rapid shift to how work is done that I’ve seen in my career.” His comments reflect a growing trend among tech leaders who are moving to reshape their companies around artificial intelligence, not just as a tool, but as a core competency.
To enforce this new standard, Lütke revealed that AI usage will now be evaluated as part of employee performance and peer reviews. The implication is clear that those who don’t learn how to integrate AI into their work may find themselves left behind.
“What we need to succeed,” Lütke wrote, “is our collective sum total skill and ambition at applying our craft, multiplied by AI, for the benefit of our merchants.”
From Efficiency to Expectation
The shift comes as companies across the tech world are tightening budgets, streamlining teams, and using automation to cut costs. However, Shopify’s move stands out for the way it institutionalizes AI adoption, not as a support tool, but as a default mode of operation. The company is effectively putting AI at the center of internal decision-making by requiring teams to justify resource requests in the context of AI capabilities.
This approach may be driven as much by necessity as it is by vision. Shopify has undergone several rounds of layoffs since 2022, cutting thousands of jobs and offloading ancillary businesses like logistics. Embracing AI allows the company to push for higher productivity without increasing headcount, a calculation that appears to now underpin its leadership philosophy.
Cultural Shift or Pressure Tactic?
While Lütke frames the memo as an invitation to innovate and experiment, the directive also places pressure on employees to continually adapt or risk falling short of expectations. Requiring every project to first pass an “AI or not” test before securing new hires could discourage certain types of work or create internal tension about what qualifies as “AI-enhanced.”
Still, the Shopify boss seems to believe this is a necessary evolution. “Autonomous AI agents are here,” Lütke wrote. “They’re good. Let’s get good at using them.”
As the AI boom reshapes industries, Shopify’s bet is that teams willing to treat AI as a colleague, not just a tool—will deliver better results, faster, and with fewer people. Time will tell whether more companies are going to embrace this approach – automating the future of work.