Shopify CEO’s Leaked Memo Becomes an AI Manifesto
In the fast-evolving landscape of modern business, few voices carry as much weight as Tobi Lütke, the visionary CEO of Shopify. Since co-founding the company in 2006, Lütke has transformed Shopify from a modest online store selling snowboards into a global e-commerce powerhouse, empowering millions of merchants to build and scale their businesses. Known for his forward-thinking leadership and embrace of cutting-edge technology, Lütke has consistently positioned Shopify at the forefront of innovation. Now, a leaked internal memo—shared publicly by Lütke himself on X on April 07, 2025, to counter a bad-faith narrative—has elevated his latest vision into a clarion call for professionals everywhere. In it, he declares that “reflexive AI usage is now a baseline expectation at Shopify,” warning that “stagnation is slow-motion failure” as the speed of change accelerates.
Lütke’s words serve as both an inspiration and a challenge: to remain a valued contributor in today’s marketplace, every individual must learn to interact with and harness AI effectively. Using his memo as a foundation, this article explores why AI proficiency is no longer optional and how it will reshape the future of work.
The Accelerating Pace of Change
Lütke’s memo paints a vivid picture of the transformative potential of AI, particularly for entrepreneurs. “We are entering a time when more merchants and entrepreneurs could be created than any other in history,” he writes, highlighting how AI can simplify complex decisions and even execute tasks traditionally requiring human expertise. This isn’t a gradual evolution—it’s a “mind-blowing step function change.” For Shopify, in special, as a company dedicated to making entrepreneurship accessible, AI represents a tool to “make our software unquestionably the best canvas” for building businesses. But the implications stretch far beyond the e-commerce realm, as AI makes it possible for single individuals to accomplish tasks that would have to be hired out.
The rapid adoption of AI across industries mirrors what Lütke describes as “the most rapid shift to how work is done that I’ve seen in my career.” This isn’t hyperbole from a tech enthusiast; it’s a sober assessment from a leader who has navigated Shopify through years of exponential growth. The pace of this shift leaves no room for complacency. As Lütke puts it, “If you're not climbing, you're sliding.” In a world where AI tools can amplify productivity by orders of magnitude, turning high performers into “100X” contributors, those who fail to adapt risk being left behind. What he makes clear in his memo is that this applies as much to the individual as to companies. If you wish to remain relevant in the professional marketplace, you have to become AI-literate.
I don't think it's feasible to opt out of learning the skill of applying AI in your craft; you are welcome to try, but I want to be honest I cannot see this working out today, and definitely not tomorrow. Stagnation is almost certain, and stagnation is slow-motion failure.
— Tobi Lütke
AI as a Skill and a Multiplier
One of the memo’s most compelling insights is that using AI effectively is a skill—one that demands practice and persistence. “What we have learned so far is that using AI well is a skill that needs to be carefully learned by… using it a lot,” Lütke explains. Unlike traditional tools, AI acts as a “multiplier,” amplifying the capabilities of those who master it. At Shopify, he’s seen top performers tackle “implausible tasks” with “reflexive and brilliant usage of AI,” achieving previously unimaginable results.
This multiplier effect has profound implications for professionals everywhere. Whether you’re a marketer crafting campaigns, a developer writing code, or a manager analyzing data, AI can enhance your output exponentially, but only if you know how to wield it. Lütke’s own experience underscores this: he used AI agents to create his Summit talk last summer, a process he shared as “a call to action and invitation for everyone to tinker with AI.” The message is clear: experimentation is the gateway to mastery, and mastery is the key to staying relevant.
No Opting Out
Perhaps the most impactful element of Lütke’s memo is its blunt honesty: opting out of AI isn’t a viable choice. “Frankly, I don't think it's feasible to opt out of learning the skill of applying AI in your craft,” he writes. “You are welcome to try, but I want to be honest, I cannot see this working out today, and definitely not tomorrow.” This isn’t just a mandate for Shopify employees, but a reality check for the broader workforce. In a company that has long embraced a “red queen race” mentality—where constant improvement is required just to keep pace—AI is now a non-negotiable part of the equation.
For Shopify, this means integrating AI into every facet of work, from prototyping new projects to performance reviews. Lütke mandates that “before asking for more headcount and resources, teams must demonstrate why they cannot get what they want done using AI.” This shift forces a reimagining of workflows, prioritizing AI-driven efficiency over traditional resource expansion. For the rest of us, it’s a wake-up call: as AI becomes ubiquitous, employers will increasingly expect proficiency as a baseline, not a bonus.
The hard-fact that is made clear is that there is nowhere to run. If you decide that you don’t want to work with AI, you will have to take up an occupation such as gardening, as companies increasingly adopt AI tools, or start the not-so-long slide to irrelevance.
A Call to Action for All
Lütke’s memo isn’t just about Shopify’s internal culture—it’s a blueprint for thriving in an AI-driven world. “Our job is to figure out what entrepreneurship looks like in a world where AI is universally available,” he writes, emphasizing the collective responsibility to push boundaries. This applies to every professional, regardless of industry. The tools are here: chatbots, coding assistants, content generator. They’re only growing more powerful, every month. The question is whether we’ll seize the opportunity or watch from the sidelines. The time to reach a decision isn’t as long as some might think. The AI transformation of how we work is happening much faster than the previous ones, such as the Internet and smartphones.
The speed of change is indeed accelerating, and as Lütke asserts, “standing by and watching is not a viable option.” Learning to interact with AI isn’t just about keeping up. It’s about unlocking new possibilities, amplifying our potential, and redefining what’s possible in our careers. Shopify’s journey offers a glimpse of what’s ahead: a future where AI isn’t a luxury, but a fundamental expectation. The time to start is now because in this race, there’s no finish line, only the next step forward.
If you haven’t yet, check out my latest book: Learning with AI. - Now available on Amazon.com.