The Line in the Sand of Work is AI

Why Shopify’s AI Mandate Is the Start of a Bigger Shift

I almost didn’t think twice when I saw Shopify’s CEO mandate for AI use across the company. In a world where everyone’s shouting “AI is the future,” this presented like another echo in the noise. However, when I dug into it and explored more deeply, this hit different. Tobias Lütke is fully committed to making AI part of how people are evaluated and hired. If AI can do the job, human headcount needs justification. That’s not talk. That’s architecture.

And that’s what’s different here. This isn’t just a headline. It’s a signal that’s already starting to divide the world of work. There are a lot of companies saying AI is a priority and the future of the company. However, far fewer are actually taking steps to integrate it into hiring, daily operations, and performance management. It’s a rarer occurrence because it’s not easy, and it’s not something many companies or employees are prepared for. The more I sat with it, the more it started to unsettle me, which is why I picked it for this week’s article.

Now, my mixed feelings aren’t because I disagree with the direction, even though I have concerns. They exist because I am fully aware of and anticipating what it will mean for everyone. As usual, I fired off an off-the-cuff video to unpack my take if you like that style. However, there are four key things I think everyone should be considering right now.

With that, let’s get to it.

Key Reflections

“AI is no longer a trend; it’s officially becoming the new terrain.”

There are still a lot of people asking, “Is AI really going to stick or is this just another hype cycle?” While I’m not one, I get it. We’ve seen plenty of flash-in-the-pan tech trends. However, believe me when I say what’s happening at Shopify is a signal that we’re moving from early adoption to system-wide integration because it’s happening inside the actual mechanics of work. When something starts showing up in hiring, performance reviews, and decision-making infrastructure, that’s not a corporate campaign. That’s an operational shift.

When a company starts making these kinds of seismic moves, they’re no longer experimenting; they’re redefining the rules. And, I can tell you from many of my executive conversations, this isn’t going to stay an outlier. Shopify happens to be bold enough to do it in the open, but many companies are only waiting because they don’t want to be the first. I predict many will start to follow. While some will do it quietly and others clumsily, the trajectory is clear. AI is moving past the point of being an add-on. It’s becoming the default setting for how work gets done.

Given that, now is a great time to lean in if you’ve been sitting on the fence. This isn’t a moment to panic; however, it is a moment to move. Before long, AI fluency won’t be impressive; it’ll be expected.

“Don’t just preach it; structure it.”

There’s no shortage of leaders saying, “We want our teams to start using AI.” I see and hear it all the time. However, saying it isn’t the work. The real work is building the infrastructure that makes it stick and holding people accountable to it. That’s why Tobi’s move stands out. He’s leapfrogged over handing out slogans or surface-level encouragement. He’s not spending the year campaigning on the possibilities. He’s already pressing on the core systems that shape employee behavior: performance reviews, hiring practices, and operational expectations. That’s not posturing; that’s reengineering.

Now, when you press that hard, some people will push back. I fully anticipate some either won’t get it or won’t want to. However, that’s part of leading through significant change. When you’re serious about shifting culture, you have to anticipate discomfort because you’re not just asking people to think differently. You’re asking them to behave differently, and that’s always going to cause friction. But, what really earned my respect with that is Tobi didn’t just issue the mandate; he applied the rules to himself. He’s not sending a “you should” statement. He’s saying, “we all are,” which I admire.

So, if you’re leading right now, keep this in mind. Platitudes aren’t a strategy. Mandates don’t build momentum. Systems do. And so does accountability at every level.

“You can’t just pile this on top of everything else.”

One of the biggest mistakes I see companies make in moments like this is underestimating what real change takes. Leaders get excited about transformation, talk about the possibilities, and then ask their teams to figure it out on top of everything else. That’s not leadership; that’s denial. Trying to make moves like this without creating space for the work isn’t setting up for mediocrity; it’s setting up for failure. You can’t layer transformation like this on top of exhaustion and expect progress. You’ll burn people out, fracture focus, and break trust. The change you hoped would drive growth will tear everything apart.

Try as you might, you can’t shift priorities without actually shifting priorities. “Just do more” is a recipe for disaster. Getting this right means some of your current priorities will have to go or change dramatically. You will need to slow down or invest in additional resources to keep pace. Now, lest you think it’s about giving up, it’s not. Saying no to good ideas or trimming your margins is a strategic move so you can play the long game and say yes to the right moves. You need to make an intentional shift to creatively seek to do things differently. And, different takes energy, margin, and recovery. Machines can’t run 24/7, so why would we think people can? Even God built rest into the rhythm of creation.

If this matters to you and your organization, it can’t be a side project. It has to be protected, structured, and supported. Otherwise, you’re not building a future; you’re accelerating collapse.

“You can opt out, but you have to own it.”

People often assume because I’m an advocate for AI, I firmly believe everyone needs to walk the same road. I don’t. I’ve got a wide range of connections I deeply respect who are hesitant or even resistant to AI. I don’t just respect that; I appreciate it. We need people who do things differently. That’s part of what makes the world work. Innovation doesn’t only come from embracing the new. It comes from protecting what still matters in the old. So no, I’m not saying AI is mandatory. The Amish aren’t exactly struggling, which is evidence there is another way.

If I’m being honest, part of the reason I respect that resistance so much is because I understand it. My whole life I’ve been misunderstood and even rejected for choosing a different path. So, when I see people stand firm in a conviction, especially one that runs against the current, I don’t see weakness. I see courage. However, something that’s included in that is it’s a harder road. If you choose it, you need to own that. You can’t resent others for going a different direction. You can’t grow bitter just because the world is evolving without your permission. If you’re going to reject the current, make that your edge and turn it into your advantage.

Some people will absolutely win by swimming against the tide. I’m already seeing it. There are anti-AI brands, handcrafted everything, and analog-only creators. I love it. There’s room for that. However, if that’s the route you’re taking, don’t complain about the water. Swim in it with conviction.

Concluding Thoughts

Change isn’t coming; it’s already here. The dominoes will keep falling, and there’s no going back. However, while there are real risks and plenty of unknowns ahead, there’s also a lot to look forward to. Change is hard, but it opens doors we didn’t even know existed. Granted, I know a lot of people are tired and scared. Honestly, there are days I am too. Even though I spend most of my time immersed in this digital world, it still feels surreal, like the ground is shifting faster than we can find our footing.

However, this is the moment we’re in. For some, it will mean leaning into AI and making it part of how they work. For others, it might mean intentionally choosing a different path. Either way, the reality is the same: we all have to embrace the change in front of us. It also means we all get to grow, which usually requires pruning. It’s not always comfortable, but it’s necessary. And hey, if you’re not growing, you’re dying.

One final reminder.

Let’s not forget we’re not machines and you can’t run 24/7. Even God built rest into the rhythm of creation. Forget this in an attempt to chase the promise of AI or your efforts to resist it, the cost will be higher than you think.

So wherever you find yourself, don’t sit still. Keep moving, learning, and building, but make sure you also build time to step back and take a break. It will all be here when you return.

With that, I’ll see you on the other side.