Memo from CEO of Shopify.... Reflexive AI usage is now a baseline expectation at Shopify

 Team,

We are entering a time where more merchants and entrepreneurs could be created than any other in history. We often talk about bringing down the complexity curve to allow more people to choose this as a career. Each step along the entrepreneurial path is rife with decisions requiring skill, judgement and knowledge. Having AI alongside the journey and increasingly doing not just the consultation, but also doing the work for our merchants is a mindblowing step function change here.

Our task here at Shopify is to make our software unquestionably the best canvas on which to develop the best businesses of the future. We do this by keeping everyone cutting edge and bringing all the best tools to bear so our merchants can be more successful than they themselves used to imagine. For that we need to be absolutely ahead.

Reflexive AI usage is now a baseline expectation at Shopify

Maybe you are already there and find this memo puzzling. In that case you already use AI as a thought partner, deep researcher, critic, tutor, or pair programmer. I use it all the time, but even I feel I'm only scratching the surface. It’s the most rapid shift to how work is done that I’ve seen in my career and I’ve been pretty clear about my enthusiasm for it: you've heard me talk about AI in weekly videos, podcasts, town halls, and… Summit! Last summer I used agents to create my talk, and presented about that. I did this as a call to action and invitation for everyone to tinker with AI, to dispel any scepticism or confusion that this matters at all levels. Many of you took up the call, and all of us who did have been in absolute awe of the new capabilities and tools that AI can deliver to augment our skills, crafts, and fill in our gaps.

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. It’s just too unlike everything else. The call to tinker with it was the right one, but it was too much of a suggestion. This is what I want to change here today. We also learned that, as opposed to most tools, AI acts as a multiplier.  We are all lucky to work with some amazing colleagues, the kind who contribute 10X of what was previously thought possible. It’s my favorite thing about this company. And what’s even more amazing is that, for the first time, we see the tools become 10X themselves. I’ve seen many of these people approach implausible tasks, ones we wouldn’t even have chosen to tackle before, with reflexive and brilliant usage of AI to get 100X the work done.

In my On Leadership memo years ago, I described Shopify as a red queen race based on the Alice in Wonderland story—you have to keep running just to stay still. In a company growing 20-40% year over year, you must improve by at least that every year just to re-qualify. This goes for me as well as everyone else.

This sounds daunting, but given the nature of the tools, this doesn’t even sound terribly ambitious to me anymore. It’s also exactly the kind of environment that our top performers tell us they want. Learning together, surrounded by people who also are on their own journey of personal growth and working on worthwhile, meaningful, and hard problems is precisely the environment Shopify was created to provide. This represents both an opportunity and a requirement, deeply connected to our core values of Be a Constant Learner and Thrive on Change. These aren't just aspirational phrases—they're fundamental expectations that come with being a part of this world-class team. This is what we founders wanted, and this is what we built.

What This Means

Using AI effectively is now a fundamental expectation of everyone at Shopify. It's a tool of all trades today, and will only grow in importance. Frankly, 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. If you're not climbing, you're sliding.

AI must be part of your GSD Prototype phase. The prototype phase of any GSD project should be dominated by AI exploration. Prototypes are meant for learning and creating information. AI dramatically accelerates this process. You can learn to produce something that other team mates can look at, use, and reason about in a fraction of the time it used to take.

We will add AI usage questions to our performance and peer review questionnaire. Learning to use AI well is an unobvious skill. My sense is that a lot of people give up after writing a prompt and not getting the ideal thing back immediately. Learning to prompt and load context is important, and getting peers to provide feedback on how this is going will be valuable.

Learning is self directed, but share what you learned. You have access to as much of the cutting edge AI tools as possible.There is chat.shopify.io, which we had for years now. Developers have proxy, Copilot, Cursor, Claude code, all pre-tooled and ready to go. We’ll learn and adapt together as a team. We’ll be sharing Ws (and Ls!) with each other as we experiment with new AI capabilities, and we’ll dedicate time to AI integration in our monthly business reviews and product development cycles. Slack and Vault have lots of places where people share prompts that they developed, like #revenue-ai-use-cases and #ai-centaurs.

Before asking for more Headcount and resources, teams must demonstrate why they cannot get what they want done using AI. What would this area look like if autonomous AI agents were already part of the team? This question can lead to really fun discussions and projects.

Everyone means everyone. This applies to all of us—including me and the executive team.

The Path Forward

AI will totally change Shopify, our work, and the rest of our lives. We're all in on this! I couldn't think of a better place to be part of this truly unprecedented change than being here. You don't just get a front-row seat, but are surrounded by a whole company learning and pushing things forward together.

Our job is to figure out what entrepreneurship looks like in a world where AI is universally available. And I intend for us to do the best possible job of that, and to do that I need everyone’s help. I already laid out a lot of the AI projects in the themes this year- our roadmap is clear, and our product will better match our mission. What we need to succeed is our collective sum total skill and ambition at applying our craft, multiplied by AI, for the benefit of our merchants.

-tobi

CEO Shopify

Fiverr CEO''s stunning letter to all employees..... AI is coming for your jobs. Heck, it’s coming for my job too.

Hey team,

I’ve always believed in radical candor and despise those who sugar-coat reality to avoid stating the unpleasant truth. The very basis for radical candor is care. You care enough about your friends and colleagues to tell them the truth because you want them to be able to understand it, grow, and succeed.

So here is the unpleasant truth: AI is coming for your jobs. Heck, it’s coming for my job too. This is a wake-up call.

It does not matter if you are a programmer, designer, product manager, data scientist, lawyer, customer support rep, salesperson, or a finance person – AI is coming for you.

You must understand that what was once considered ‘easy tasks’ will no longer exist; what was considered ‘hard tasks’ will be the new easy, and what was considered ‘impossible tasks’ will be the new hard. If you do not become an exceptional talent at what you do, a master, you will face the need for a career change in a matter of months. I am not trying to scare you. I am not talking about your job at Fiverr. I am talking about your ability to stay in your profession in the industry.

Are we all doomed? Not all of us, but those who will not wake up and understand the new reality fast, are, unfortunately, doomed.

What can we do? First of all, take a moment and let this sink in. Drink a glass of water. Scream hard in front of the mirror if it helps you. Now relax. Panic hasn’t solved problems for anyone. Let’s talk about what would help you become an exceptional talent in your field:

Study, research, and master the latest AI solutions in your field. Try multiple solutions and figure out what gives you super-powers. By superpowers, I mean the ability to generate more outcomes per unit of time with better quality per delivery. Programmers: code (Cursor…). Customer support: tickets (Intercom, Fin, SentiSum…), Lawyers: contracts (Lexis+ AI, Legora…), etc.

Find the most knowledgeable people on our team who can help you become more familiar with the latest and greatest in AI.

Time is the most valuable asset we have — if you’re working like it’s 2024, you’re doing it wrong! You are expected and needed to do more, faster, and more efficiently now.

Become a prompt engineer. Google is dead. LLM and GenAI are the new basics, and if you’re not using them as experts, your value will decrease before you know what hit you.

Get involved in making the organization more efficient using AI tools and technologies. It does not make sense to hire more people before we learn how to do more with what we have.

Understand the company strategy well and contribute to helping it achieve its goals. Don’t wait to be invited to a meeting where we ask each participant for ideas – there will be no such meeting. Instead, pitch your ideas proactively.

Stop waiting for the world or your place of work to hand you opportunities to learn and grow—create those opportunities yourself. I vow to help anyone who wants to help themselves.

If you don’t like what I wrote; If you think I’m full of shit, or just an asshole who’s trying to scare you – be my guest and disregard this message. I love all of you and wish you nothing but good things, but I honestly don’t think that a promising professional future awaits you if you disregard reality.

If, on the other hand, you understand deep inside that I’m right and want all of us to be on the winning side of history, join me in a conversation about where we go from here as a company and as individual professionals. We have a magnificent company and a bright future ahead of us. We just need to wake up and understand that it won’t be pretty or easy. It will be hard and demanding, but damn well worth it.

This message is food for thought. I have asked Shelly to free up time on my calendar in the next few weeks so that those of you who wish to sit with me and discuss our future can do so. I look forward to seeing you.

Yours,

Micha

 

UDL is is an ideologicaly-driven sham

Universal Design for Learning (UDL) claims to be revolutionary but it is an ideologically-driven sham. It does far more harm than good. Folding in some of the worst learning theory into one 'my way or the highway' approach, it literally makes no sense. It is a barely disguised expansion of discredited Learning Styles theory, with costly and ineffective prescriptions.

They claim its framework promises inclusivity, adaptability, and improved access for all learners. Yet beneath this superficial rhetoric lies a troubling lack of theoretical grounding. It is more of an ideological banner than a well-developed pedagogical method.

At its core, UDL asserts that variability in learning is not an exception but the norm, and that curricula should be designed to offer multiple means of engagement, representation and expression. This sounds progressive, but it begs the question: where is the evidence that this approach is universally effective? Unlike more established pedagogical frameworks that are underpinned by decades of empirical research, UDL lacks the scaffolding of a cohesive theoretical tradition. It cherry-picks ideas from neuroscience, educational psychology and accessibility studies without unifying them into a coherent explanatory model. Consequently, it has become a collection of loosely connected guidelines.

UDL is undeniably ideological in nature, that is its appeal. Rooted in a utopian vision of educational equality, it is executed so simplistically that it does great harm. It devastates actual individual needs by stupidly replicating things across many modalities. By focusing so heavily on inclusion, UDL ignores the realities of constrained resources, teacher capacity, and the complex priorities of educational institutions. It is a simplistic bromide that puts replication over meeting real needs in real organisations. It literally abandons pedagogy on the altar of ideology.

The ideological bent of UDL sidelines alternative approaches that need specialisation or targeted interventions. For example, tailored support for students with specific disabilities often requires highly individualised methods that go beyond UDL's dilute and generic calls for flexibility. In an obsessive attempt to be ‘universal’, it dilutes its applicability to those who really do need personal, specialised attention the most. Ironically, this universalism can neglects the very individuals it aims to serve.

UDL’s slavish emphasis on learner choice and agency becomes an ideological trap in practice. The belief that all students should have multiple ways to engage with content and demonstrate understanding assumes they have a level of maturity, self-awareness, and autonomy that many learners, particularly younger ones. This is quite simply mad. 

An overemphasis on learner freedom leaves less confident or less experienced students adrift, struggling to navigate an educational landscape designed to cater to everyone and, paradoxically, to no one in particular.

Universal Design for Learning aspires to reshape education into a more inclusive, flexible, and equitable system. But its lack of theoretical rigor and reliance on ideological principles leave it vulnerable to critique, means it should be dismissed as an impractical, overhyped framework. It has little to do with the real-world complexities of education, which is why it only thrives on the fringes of Higher Education.

One could well rename it a Universal Disaster for Education.