'Prove You're Better Than AI': Shopify CEO Draws A Line In The Sand On Hiring

As artificial intelligence (AI) continues to reshape workplaces, Shopify’s top boss has taken a bold and controversial step: prove AI can’t do your job — or don’t expect new hires.

AI First, Everything Else Later

In a move that signals a dramatic shift in workplace norms, Shopify CEO Tobi Lütke has told his employees that AI will be the starting point for all tasks. In a detailed internal memo — also posted publicly on X — Lütke stated that before teams ask for additional resources or staff, they’ll need to justify why artificial intelligence can’t handle the job.

“Before asking for more headcount and resources, teams must demonstrate why they cannot get what they want done using AI,” he wrote.

“What would this area look like if autonomous AI agents were already part of the team?”

This directive essentially puts AI at the heart of Shopify’s internal operations. Lütke made it clear that relying on AI isn’t optional — it’s now a fundamental expectation for all employees, including leadership.

“Reflexive AI usage is now a baseline expectation at Shopify,” he said.

From Coders to Critics — AI's Expanding Role

Lütke emphasized that AI is evolving faster than any shift he’s witnessed in his career, and he urged his team to embrace AI across a wide spectrum of work — from writing code and conducting research to functioning as a tutor or creative sounding board.

“I use it all the time,” he added. “But even I feel I'm only scratching the surface.”

The company will now evaluate how effectively employees use AI in performance and peer reviews. It’s not just about using the tools — it’s about learning to use them well.

“Using AI well is a skill that needs to be carefully learned by using it a lot. It’s just too unlike everything else,” Lütke noted.

“Learning to prompt and load context is important, and getting peers to provide feedback on how this is going will be valuable.”

Productivity Surge and Culture Shift

Shopify’s internal culture has long valued adaptability and continuous learning, and the new AI-first strategy appears to align with those values. Lütke highlighted how AI has already helped staff pull off seemingly impossible tasks and massively improve productivity.

“For the first time, we see the tools become 10X themselves,” he said, noting that some teams have achieved “100 times the output” thanks to AI tools.

The company has already launched a range of AI products, such as Sidekick, a virtual assistant for merchants, and the “Shopify Magic” suite for automation. Developers and staff have access to platforms like Copilot, Claude, Cursor, and internal tools like chat.shopify.io.

Lütke believes the early stages of any project — what Shopify calls the “GSD prototype phase” — should be led by AI experimentation.

“Prototypes are meant for learning and creating information. AI dramatically accelerates this process,” he said.

‘We’re All In On This!’

For Lütke, this isn’t just a strategy — it’s a transformation. He sees AI as the future of work, both at Shopify and beyond.

“AI will totally change Shopify, our work, and the rest of our lives. We're all in on this!” he said.

As the broader tech industry grapples with the implications of AI replacing human roles, Shopify’s policy is bound to spark debate. While some companies still frame AI as a helpful assistant, Lütke’s message is clear: adapt or risk becoming obsolete.

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