Shopify Inc. is doubling down on artificial intelligence with a series of new policies that make the technology a “fundamental expectation” for everyone working there.

A new memo released by CEO Tobi Lütke urges the Ottawa-based e-commerce software company’s staff not already treating AI like a critic, tutor, programmer or deep researcher to use the technology.

Lütke says workers opposed to experimenting with the technology can try to avoid it, but he doesn’t see that route being feasible for them, nor working out in the short or long term.

As part of the company’s AI push, he says questions about the use of the technology will be added to staff performance and peer review questionnaires.

He says teams wanting more resources and the ability to hire must also demonstrate why they cannot get what they want done with AI before they will be given permission to carry out their plans.

Shopify’s use of AI has steadily increased in recent years with the company previously rolling out tools to help answer merchant questions or write product descriptions and email subject lines.

This report by The Canadian Press was first published April 7, 2025.

Tara Deschamps, The Canadian Press