Shopify CEO Issues Company-Wide AI Mandate: "No Opting Out"

hopify CEO Tobi Lütke has issued a stark directive to employees in a leaked internal memo: artificial intelligence is no longer optional—it’s mandatory.

The 1,300-word letter, obtained by [Publication Name], outlines an aggressive AI adoption strategy, framing the technology as essential to Shopify’s survival in what Lütke calls a "Red Queen race"—a reference to Alice in Wonderland where one must "run just to stay in place."

Key Takeaways from the Memo

1. AI as a "Baseline Expectation"

Lütke declared that "reflexive AI usage is now a baseline expectation at Shopify," warning employees that stagnation equals "slow-motion failure."

"Frankly, I don’t think it’s feasible to opt out of learning the skill of applying AI in your craft," he wrote. "You are welcome to try, but I cannot see this working out today, and definitely not tomorrow."

2. AI as a Multiplier, Not Just a Tool

The CEO emphasized that AI isn’t just another software upgrade—it’s a force multiplier capable of turning top performers into "10X or even 100X" contributors.

"For the first time, we see the tools become 10X themselves," Lütke noted, citing examples of employees using AI to tackle "implausible tasks" that were previously unthinkable.

3. Performance Reviews Now Include AI Metrics

Shopify will formally assess employees on their AI proficiency, adding questions about AI usage to performance and peer reviews.

"Learning to prompt and load context is important," Lütke wrote, acknowledging that many give up after "not getting the ideal thing back immediately."

4. "No New Hires Until You’ve Tried AI"

In a move that could reshape hiring, Lütke mandated that teams must demonstrate why AI can’t solve a problem before requesting additional headcount.

"Before asking for more resources, teams must show why they can’t get it done using AI," the memo states.

5. A Culture of Public Learning (and Failure)

Shopify will encourage employees to share AI wins and losses in internal forums like Slack channels #revenue-ai-use-cases and #ai-centaurs.

"We’ll dedicate time to AI integration in our monthly business reviews," Lütke wrote, framing experimentation as a core company value.

Why This Matters

The memo underscores how quickly AI is rewriting corporate playbooks. Shopify, which powers over 10% of U.S. e-commerce, is betting that AI will define the next era of entrepreneurship—and it’s willing to leave skeptics behind.

"Our job is to figure out what entrepreneurship looks like in a world where AI is universally available," Lütke concluded. "And I intend for us to do the best possible job of that."

Reactions & What’s Next

Industry analysts say Shopify’s mandate reflects a broader trend.

"This isn’t just about efficiency—it’s about existential relevance," said [Expert Name], a tech analyst at [Firm]. "Companies that don’t operationalize AI now risk becoming obsolete within 5 years."

Shopify’s next challenge? Ensuring its 1.75 million merchants can harness the same AI tools—or risk losing them to competitors who can.