Why AI Is Mandatory Now—What Shopify Knows That Ops Leaders Can’t Ignore
Shopify mandated AI proficiency—here’s how it affects your career immediately.
I finally finished Severance and White Lotus last night—a weight lifted that means I can get back to the good stuff: sending newsletters your way. Perfect timing too.
While everyone's chasing the latest AI announcements and debating hypothetical futures, the real story is happening behind closed doors. This is where leadership teams are making the decisions that will determine who thrives and who becomes irrelevant in the next 18 months.
The landscape is shifting faster than ever.
And the gap between organizations that commit to transformation and those that just talk about it grows wider each week.
The winners won't be the ones with the most advanced tech—they'll be the ones who fundamentally reimagine how work happens in a post-AI environment.
Last week, Shopify CEO Tobi Lütke posted a memo to his team about the company's new mandate for reflexive AI usage. This isn't just another corporate policy change—it's the digital literacy revolution of the '90s and 2000s happening again, except this time at warp speed.
The memo represents something I've been talking about for months: AI adoption isn't optional anymore, and organizations that treat it as such are creating their own obsolescence in real-time.
Before diving further, I'd recommend reading Lütke's original memo. It's only a page or two, but it frames everything we're about to discuss.
If you don't have time, here are the key points he outlined for his staff:
AI proficiency is non-negotiable. Opt out at your own risk—stagnation equals failure in this environment.
Prototype with AI first.
AI skill development will be measured.
Self-direct your learning, but share the wins and losses.
Headcount requests require AI exploration first.
No exceptions. Policy applies to everyone from new hires to the executive team.
What stands out about Shopify's mandate isn't how it compares to other companies' AI policies—it's that many organizations haven't even made it this far yet, at least publicly.
It's rare to see a company implement an overarching, company-wide AI policy that sets expectations for every role. Shopify makes it crystal clear: AI usage isn't optional—it's now a performance metric. They've tied AI usage directly to employee evaluation and even hiring practices. You need to be AI-aligned from day one.
That kind of clarity is precisely what's missing in most companies still in "wait and see" mode or looking for someone else to lead. They're trying to wield this new element without understanding its power.
By posting this internally and then sharing it publicly on his X account, Lütke didn't just issue guidance—he fired a shot across the bow of the entire business world. This is a deliberate stake in the ground, signaling that reflexive AI usage is the new standard.
Reflexive usage transforms tools into magic
Reflexive AI isn't about waiting to see how AI affects your role. It's about recognizing a fundamental shift in how we work.
Most people approach AI like they're trying to wield a magical element—attempting to shape and control it with perfect prompts and precise commands. They treat it as something external to be mastered through sheer technique.
But the early adopters understand something different.
AI isn't just a tool to wield—it's an arcane energy to channel.
Like a mage who no longer struggles with basic spells, the focus isn't on controlling every aspect but on developing a natural connection that lets you direct power effortlessly.
At first, you feel the resistance. Every interaction is deliberate and sometimes clumsy. But stick with it, and suddenly you're no longer thinking about how to form each spell—you're simply directing the flow, the technology becoming an extension of your intent.
Some developers have already recognized this feeling.
It's why you're seeing a new style of work emerging that the kids call "vibe coding"—where you're not meticulously crafting every line of code but instead having a collaborative conversation with AI about what you want to build.
The focus shifts from syntax to intention, from implementation details to the overall feel and function of what you're creating.
The people winning with AI aren't obsessing over perfect prompts or complete understanding. They're immersing themselves daily, developing an intuitive feel for the arcane current, and letting go of the need to control every aspect of the process.
This is how all technology transformations happen.
Remember learning keyboard shortcuts? That painful period of slowing down to look up commands eventually gives way to fingers that seem to know what to do without your brain's direct involvement.
This is the difference between struggling to conjure magic from your fingertips and becoming one with the arcane flow around you—between forcing energy into rigid forms and letting it naturally channel through you. The novice exhausts themselves trying to bend magic to their will; the adept simply becomes a conduit for power that was always there.
(Yes, I realize I just turned your business newsletter into a D&D campaign. Roll for initiative on whether you'll keep reading.)
We've seen this movie before: Same resistance, new tech
Magic metaphors aside, we've seen this movie before.
I always think back to primary school. My friends and I were often ahead of our teachers when it came to tech. The teachers had structure and frameworks, but we were the ones experimenting, moving fast, and figuring out how to harness this new element on our own.
I remember how controversial Wikipedia was—basically forbidden in classrooms. Teachers would panic when they saw us using it: "Anyone can edit that! It's not reliable!" Even Google got side-eyed. This moment with AI feels similar. Same resistance, same generational divide, same fear of losing control over how knowledge is created and shared.
You can feel the generational tension playing out in real time inside organizations. That said, it's not cleanly generational. I've seen incredibly creative older professionals adopt AI in thoughtful, effective ways—often, they're more open to the changing technology than some young professionals.
In general though, younger people are adopting their reflex faster, while older folks are ironically more equipped in some ways because they've seen paradigm shifts before. The experience of adapting through previous digital shifts actually primes you to use AI better—but only if you're willing to lean in.
Public AI stances aren't PR—they're battle lines being drawn
This is exactly what makes Shopify's move so interesting right now. While most companies are still navigating this generational divide internally, Lütke just cut through the noise with a public declaration.
This was 100% a signal to the market. Someone had to plant the flag, and Shopify did it.
It's not that other companies aren't bullish on AI, but this move felt premeditated—a deliberate stake in the ground saying, "Hey everyone, this is how we're proceeding, and here's what leadership in this space actually looks like."
Strategically, it's great PR. It positions Shopify as a forward-thinking company, which plays well with investors and the tech community. But it also sends a powerful message internally: "We're not hiding this behind closed doors. This is our direction, and we're proud of it."
It gives everyone in the company permission to go all-in on AI without feeling like they're stepping outside the lines or breaking some unwritten rule. They can now openly grasp this new element and learn to wield it without fear of overstepping boundaries.
The winners won't think about using AI—it'll be as automatic as typing
And that's where the real transformation begins. When permission becomes reflex.
Reflexive AI means every task starts with AI—without questioning if it's the right tool. It becomes automatic, like reaching for your phone when you need information.
I'm AI-reflexive now. Every communication refined through an LLM. Every presentation AI-edited before sharing. Every task enhanced by AI input. That's just how I think after over two years of daily LLM usage.
The reflex can manifest differently across roles, but the pattern is consistent—AI becomes the first step, not an afterthought.
This is what reflexive AI actually looks like in practice:
Project managers automatically feed standup notes into Claude for blockers before updating sprint boards
CFOs run reports through AI for anomaly detection before their first coffee of the day
Sales managers have AI scan CRM notes each morning to flag opportunities
Executives use ChatGPT voice to summarize board presentations while still in the car
Team leads check meeting agendas for friction points through AI before sharing
Designers generate mood boards and style explorations with Midjourney before starting visual concepts
Developers check error messages with Copilot before manual debugging
Content creators send transcripts to NotebookLM for themes before finishing recordings
These are just the obvious actions. This shift transforms work fundamentally, and those who wield the tools naturally will shape the future.
The most dangerous AI strategy? Having no strategy at all
While some organizations actively embrace AI like Shopify, the counterintuitive insight is that most aren't actively resisting—they're just silent.
And that silence is deadly.
If you're not in the conversation, you're unaware how fast things move—literally daily—putting you on a path to irrelevance. While others develop AI fluency and build new capabilities, silent organizations remain oblivious to the transformation happening around them.
If you don't know what ChatGPT can do, what image tools create, or how LLMs process data, you're already behind. It's not about being an expert—it's about having digital fluency to discuss what's possible.
Good leaders speak all languages—sports, pop culture, current events, literature—to see through others' eyes. The same applies with AI. You need to understand the tools even if you won't use them directly.
Teams will soon include AI agents as collaborators. Start speaking to AI like a colleague now using audio interfaces. Get comfortable and fluent, because it's inevitable you'll face this reality.
Remote teams already win the AI advantage
You can't have full team alignment in a remote environment without clearly outlining a shared focus.
And digital literacy is now a core part of that.
Being digitally literate today means understanding what tools are available, how to use them to your advantage, and when to pause expansion to see what's possible with just your own initiative and the right tools.
Remote teams are already closer to this shift. They interface with their screens exclusively and are often more exposed to AI tools in their remote meeting workflows. Tools like AI meeting assistants that summarize calls or generate outlines should already feel second nature to those teams. They're naturally more accustomed to wielding digital elements as extensions of their work.
These kinds of interactions should start to feel passive and automatic—just another part of the way we work. That's a big part of what's changing: the expectation that digital literacy isn't optional anymore. It's foundational to alignment in remote teams.
AI resistance exposes deeper team problems
When teams struggle with this new foundational requirement, it reveals issues that were likely there all along. Observing how groups respond to AI adoption mandates like Shopify's exposes something profound: resistance rarely stems from the technology itself.
Commitment is the big tell.
If your team isn't committed, it's not just an AI problem—it's a foundational team issue.
If your org's values don't include growth, experimentation, or a mindset around adoption, that's already a red flag. When AI adoption meets a wall of friction or fear, that's the moment to build a culture of exploration immediately.
This isn't optional anymore.
If people are describing AI as "scary" or "a nightmare" or saying "it's useless" or "I can do it better," those are signals they're stuck in the wrong narrative.
They're witnessing others wield this new element with increasing skill while remaining afraid to touch it themselves.
AI shouldn't be positioned as a job-taker. It should be seen as a tool to make life easier and help your team innovate at a higher level and push the standard of innovation.
And it starts at the top. If leadership is not all in on this, that is a massive warning sign. Your leadership has to lead the charge and show people how this will benefit the team.
Value-aligned AI adoption outperforms competition
This leadership commitment is what separates companies that strategically harness AI from those that merely experiment with it. While many organizations are still figuring out their stance, the market leaders are already moving with purpose.
Shopify planted the flag, but a few companies are already directing this new element with clear intention.
Salesforce recognized that friction kills adoption, so they've integrated AI seamlessly into existing processes. Their Einstein AI removes workflow friction with predictive analysis and automated workflows built directly into their products.
They prioritized accessibility over technical impressiveness, baking AI into their values and communications to achieve clarity.
Patagonia offers an unconventional example. Though not an AI company, they excel at technology-value alignment. They use tech to solve supply chain problems, not just for marketing.
They've created an ethical AI framework aligned with their environmental mission, using energy-efficient solutions that minimize impact. They implement AI selectively where it enhances core values and optimize supply chains to reduce waste.
You don't have to approach AI from one angle. Align it with your unique values, but be clear about those values and how AI fits your future.
No industry escapes the AI transformation
AI is going to touch every industry.
There is no escape hatch.
Many assumed creative fields would be last affected, but ironically, those were hit first. Writing, design, and video saw tools emerge hard and fast.
Now we're seeing AI move into technical spaces like development, with agentic AI on the horizon.
Over the next two years, the adoption curve is only steepening. When your grandmother uses ChatGPT, every industry should pay attention.
Even in labor-heavy fields like construction—where people think they have more time—combine AI with robotics, and that becomes a major innovation area. We'd rather break down robots than human bodies.
The bottom line: No industry can opt out of what's coming. This new element doesn't discriminate—it transforms everything it touches.
Build AI strategy from your core values
Since AI adoption is inevitable across all sectors, the question shifts from "if" to "how"—and the answer must be rooted in your organization's fundamental principles.
Leadership must have a candid conversation with no posturing.
Everyone should share how they're actually using AI now.
If someone isn't using AI at all, that's a red flag.
Once everyone's honest, shift toward values. How does AI integration align with what you stand for? I believe AI should be reflected directly in your organization's values—it's that significant. Determine how your company will direct this new element with purpose.
Communicate this clearly, strongly, repeatedly from the top down. Through all-hands meetings, manager discussions, and one-on-ones. Every single person needs to hear the same message: This is happening, get on the bus now.
The transformation is already here
Shopify's memo wasn't revolutionary because of its content—it was revolutionary because they said out loud what most tech leaders are still whispering behind closed doors.
The companies that will win aren't necessarily those with the most advanced AI implementations right this second. They're the ones creating environments where everyone is encouraged to experiment, fail upwards, and develop that reflexive relationship with AI as a natural extension of their work.
At the end of the day, this isn't about technical adoption—it's about cultural transformation. The companies that recognize this shift as fundamental rather than incremental will be the ones still standing when the dust settles. Not just through this wave, but whatever comes next.
The question isn't whether your organization will adopt AI. It's whether you'll lead the charge or be dragged along behind everyone else.
TL;DR
Shopify's memo on "reflexive AI" isn't just corporate strategy—it's the declaration of a new standard where AI usage becomes as automatic as typing.
At first, wielding AI feels awkward and deliberate, but with practice, it becomes an extension of your intent rather than a tool you consciously control.
This isn't optional. Companies that treat AI as "nice to have" are already sliding toward irrelevance while their competitors develop new capabilities daily.
The biggest red flag isn't failure to master AI—it's leadership that remains silent. If your executive team isn't openly discussing how they personally use AI, you're already behind.
Remote teams have a slight head start—they're already accustomed to many digital interfaces as their primary work environment. The shift to AI-augmented workflows is a natural next step.
This transformation exposes deeper organizational issues: resistance to AI often reveals problems with alignment, commitment, and values that were there all along.
Start small but start today. The reflexive habit starts with deliberate practice. Choose one task this week where you'll use AI first, before your usual approach. Next week, add another.
That’s it, that’s all! The reflexive AI conversation is just beginning, and I'm curious to hear how your own teams are approaching this shift.
This is first part in my series exploring how fundamental changes in technology are forcing complete realignments in how we work. If this resonated, Wednesday's piece will challenge you about which leadership roles AI will impact first.
As always, I’d love to hear your own thoughts in the discussion.
P.S. If today’s insight shaved even five minutes off your mental load, please do me one quick favour—forward this note to a teammate who’s staring down the same AI storm. Every share gets us closer to 1,500 sharp-minded subscribers.
Being AI-first with problem-solving is a good approach for learning how these tools work
I wonder how effective it is for actually solving problems - because it can lead to force-fitting an AI-powered solution when it's not needed/unfeasible in the short term