The USA Leaders
10 April 2025
Ottawa – When Shopify CEO Tobi Lütke speaks, Silicon Valley listens. But when he says AI isn’t optional anymore, it’s a message meant for every desk at Shopify. That’s right, Tobi Lütke is bullish on AI, and he is doubling down by transforming AI from a futuristic tool into a daily must-have.
In recent weeks, Shopify employees developers, marketers, designers, and executives alike have been asked to justify every task not done with AI.
It’s a sweeping cultural shift and one that’s quietly redefining what productivity, hiring, and even success look like inside Canada’s tech crown jewel.
Let’s break down what this means, why it matters, and how it could shape the future of work.
AI Is Not the Future: It’s Shopify’s Present
Lütke isn’t just enthusiastic about artificial intelligence; he’s mandating it. His internal memos have made it clear: if you’re asking for headcount or resources, you better have a reason why AI can’t do it first.
And Shopify is putting its money where its mandate is. The company has armed teams with tools like GitHub Copilot, Anthropic’s Claude, Cursor, and proprietary systems like chat.shopify.io.
Lütke has called AI a “massive productivity multiplier,” with some employees hitting 100x outputs thanks to AI assistance. In his view, AI isn’t replacing humans; it’s multiplying them.
Productivity, Rewritten by AI
From coding sprints to marketing briefs, AI is now baked into Shopify’s workflows. Employees aren’t just expected to use these tools they’re evaluated on how well they use them.
Yes, AI proficiency is now a part of Shopify’s performance reviews and peer assessments.
That means promotions, feedback, and even day-to-day collaborations hinge on whether you’re wielding AI smartly. The company is pushing for more than just tech-savvy—it wants an AI-first mindset.
Fewer People, Smarter Tools
Under the hood, this is also a story about cost-efficiency. Like many tech companies, Shopify has trimmed its workforce, particularly in support roles. But unlike others, Shopify’s strategy isn’t just about cutting costs it’s about boosting efficiency by scaling AI, not staff.
In fact, Shopify’s new rule is: “Hire AI before hiring humans.” Unless a manager can prove that AI can’t do the job, the role won’t be opened. This applies even to executive positions.
It’s a leaner, sharper Shopify. And Lütke is betting it’ll be a more innovative one, too.
Measuring AI Success: Beyond Buzzwords
So how is Shopify actually measuring all of this AI integration? Here’s a quick snapshot:
- Sales Conversion Rates: AI identifies weak links in the sales journey, boosting the % of visitors who complete purchases.
- Customer Lifetime Value (CLV): Personalized recommendations turn one-time shoppers into long-term fans.
- Customer Acquisition Cost (CAC): AI optimizes ad spend and targets better—doing more with less.
- Operational Efficiency: Chatbots, smart inventory tools, and auto-responders slash human workload.
- Real-Time Analytics: Teams get live dashboards showing traffic, sales, and performance—fueled by AI insights.
Lütke’s bottom line? If AI doesn’t move metrics, it doesn’t stay.
Morale Check: Excitement Meets Anxiety
Not everyone’s cheering. While some employees are thrilled to use AI as a creative partner, others are feeling the pressure. The speed of adoption is fast, and not all teams are equally ready.
Some workers worry about job security, especially after hearing Lütke’s line that opting out of AI “isn’t realistic anymore.” When performance reviews and job security are tied to your AI skills, it’s no longer just about productivity it’s about survival.
That said, for those who thrive under pressure, Shopify is turning into a playground for innovation. One employee described the cultural shift as “fun chaos” a mix of experimentation and adrenaline.
AI Onboarding: Learn or Lag Behind
To keep pace, Shopify isn’t leaving training to chance. Employees are:
- Testing tools hands-on, like translation bots and generative text models in real support tickets.
- Using cutting-edge platforms like GitHub Copilot and Claude Code daily.
- Rated on AI usage during reviews—turning skill into a KPI.
- Onboarded with AI tools from day one through chatbots and simulations.
- Encouraged to explore—Shopify even calls AI “your tutor, your assistant, and your internal critic.”
In other words, AI isn’t just a tech tool. It’s part of Shopify’s DNA now.
Hiring Reimagined: Humans Need Not Apply (Unless AI Says So)
Tobi Lütke is Bullish on AI, and new hiring is on AI check. Shopify’s hiring process has evolved. Here’s how:
- Managers must prove AI can’t handle the job before opening new roles.
- New hires need to show they can integrate AI into workflows.
- Recruitment now focuses on roles AI can’t replicate—think strategic vision, customer empathy, or creative direction.
It’s not about replacing people—it’s about hiring where AI ends and human ingenuity begins.
Tobi Lütke is Bullish on AI: What it all means?
Tobi Lütke is bullish on AI; it isn’t just a headline; it’s a blueprint. While other companies dip their toes in the AI pool, Shopify has cannonballed in.
The message to employees? Evolve fast, or get left behind.
The message to competitors? Shopify is not just selling e-commerce tools; it is building the future of work.
Whether this AI-first culture becomes a long-term success story or cautionary tale remains to be seen. But one thing is certain: Shopify is no longer just a tech company. It’s an AI-powered ecosystem.
And it’s setting a new bar for what being future-ready actually means.
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