What Shopify's AI memo tells us about the future of work
- Lucy
- 2 days ago
- 5 min read
Last week, Shopify made waves by becoming one of the first big-name companies to go all in on AI.
Their CEO, Tobi Lütke, sent out a memo to all employees making one thing clear: AI is now non-negotiable at Shopify.
From how teams work, to how performance is measured, and even who gets hired. AI isn’t just a nice-to-have tool anymore. It’s a must-have skill. And if you can’t prove why a job can’t be done by AI? You won’t be hiring for it.
This is easily one of the boldest corporate AI stances we’ve seen so far. So what does the memo actually say? And more importantly, what can small businesses learn from it (even if you’re nowhere near Shopify’s size or budget)?
The Shopify memo in a nutshell
Shopify’s internal memo laid out six key areas where AI is now fully embedded in the company’s operations. I was most interested in these three:
1. Hiring: AI First, Humans Second
Going forward, any request to hire a new team member must come after proving that the job can’t be done with AI.
“Before asking for more Headcount and resources, teams must demonstrate why they cannot get what they want done using AI.”
This isn’t about eliminating humans. It’s about making sure AI has been considered as the first solution — not an afterthought.
2. Performance Reviews: Did You Use AI Enough?
Shopify is also one of the first companies to openly acknowledge they’re tracking employee AI usage in performance reviews.
“We will add AI usage questions to our performance and peer review questionnaire.”
It’s not just about what you did, it’s how smartly you did it. And whether you’re using the tools now available to you.
3. Product Development: AI at the Prototype Stage
Any new project must now include AI in the early planning and prototyping stages.
“AI must be part of your GSD [Get Stuff Done] Prototype phase.”
Translation? AI is no longer just a tool for execution, it’s a tool for ideation too.
And all of this is backed up by a strong viewpoint: AI is a skill. And it can only be learned by using it, not watching from the sidelines.
I think this is a bold (but needed) move in the new AI world
I’m honestly impressed that Shopify is leading the charge on this. While a lot of businesses are still dipping their toe into AI, Shopify has basically cannonballed into the deep end and said: “This is the future. Get on board.”
And I agree with them. There’s no point pretending AI isn’t going to change the way we work. It already has. So it makes sense to be proactive about it instead of scrambling later to keep up.
But what sets Shopify apart, and why I don’t think this is something most companies could (or should) copy just yet, is that they’ve clearly invested in the infrastructure to support this shift.
They’ve (presumable/ hopefully) got the tools, the processes, and the culture in place for a move like this. And given how supportive their CEO seems about the learning and trial and error that comes with new AI tools, they've assumably invested in the relevant training too.
Because here’s the thing…
Most big businesses aren’t ready for a memo like this
Yes, I think AI should be embedded in more businesses.
Yes, I think every role should at least explore whether AI can streamline part of what they do.
But I also think the biggest barrier isn’t technology. It’s education.
There are hundreds of AI tools out there. And even the ones we use most (hi, ChatGPT) are evolving weekly. Staying up to date with the capabilities of AI is a full-time job. So if you’re already doing your actual full-time job, how can you also become an expert in AI on the side?
That’s where most businesses are going to struggle.
Because you can’t just say "everyone use AI now!" and expect it to work.
You need:
Clear guidelines on what tools to use (and which ones are safe)
Best practices for different departments (e.g. how finance vs. design vs. HR might use it differently)
Time and space for people to experiment and learn
Ongoing support and internal champions
Without that? You’ll just get burnout, confusion, and people using AI in ways that aren’t helpful (or worse, that introduce legal or ethical risks).
Of course this might ruffle some feathers
The hiring point is a big one. "Prove that a job can’t be done by AI before you hire for it."
That’s going to be controversial. And in some ways, it already is happening behind the scenes. I know plenty of small business owners who are replacing admin roles with AI tools like Notion AI, Zapier, and even Google Sheets integrations.
But to put it in writing? To formalise it at company policy level? That’s a whole different vibe.
It’s a wake-up call for jobseekers too. Because it means the most valuable hires will be the ones who know how to use AI to do their job better.
It’s no longer about whether AI will take your job. It’s about whether someone who knows how to use AI better than you will.
What's the full Shopify AI memo?
This was originally an internal only memo, but after it begun to get leaked by employees, Tobi shared the full memo on their social media accounts for the world to see:
So what can smaller businesses learn from this?
Even if you’re not Shopify (and don’t have a massive tech team and budget), there are a few lessons worth taking from this:
Start building AI fluency into your team now. You don’t need to become an expert, but you do need to get comfortable testing, playing, and exploring where AI can help.
Have one "AI tool of the month" everyone tries. It could be ChatGPT, Perplexity, Descript, Notion AI, Claude, whatever. Try one tool. Learn it. Share wins. Build habits.
Encourage AI-first thinking. Before hiring or outsourcing a task, ask: Could this be partially automated? Is there a tool that could help?
Don’t jump ahead if you don’t have the support. If your team doesn’t understand AI basics yet, focus on education first. Memos come later.
AI is no longer optional
Whether you’re a global tech company or a solo service-based business, we’re all going to have to figure out what our "AI integration" era looks like.
Shopify might be ahead of the curve. But you don’t need to sprint to keep up. You just need to start.
So learn the tools. Build the habits. And get curious about how AI can support the way you work.
Because the future is already here. The only question is how you’re going to meet it.
Want help figuring out where AI fits into your business, website, or client process?
That’s one of the things I love supporting small businesses with. Get in touch here and let’s explore what smart, human-first AI could look like for you.