A leaked internal memo from Tobi Lütke, the CEO of Shopify, has caused a stir within the company and across the broader tech industry, revealing his ambitious vision for the future of the company. The memo, which surfaced on social media last week, emphasizes artificial intelligence (AI) as a higher hiring priority than human talent, stating that Shopify will “hire AI before humans” in its efforts to accelerate innovation and drive efficiency.
The leaked document, dated April 2025, outlines Lütke’s view that AI-driven automation should be the cornerstone of Shopify’s workforce strategy moving forward. Specifically, Lütke encourages the company’s leadership team to prioritize the recruitment and integration of AI technologies into all business functions, ranging from customer service and logistics to marketing and software development. This message has quickly reverberated through Shopify’s 500,000+ employees, with internal discussions igniting both excitement and concern over the future of human jobs at the company.
AI Before Humans: The Memo’s Controversial Proposition
The leaked memo reveals that Shopify plans to invest heavily in AI tools and automation technologies to optimize processes and reduce reliance on human labor. Lütke envisions a future where machine learning models, natural language processing (NLP), and robotic process automation (RPA) work alongside the company’s employees to handle routine tasks, freeing up human workers to focus on higher-level strategic initiatives.
“We believe in the transformative power of AI,” Lütke wrote in the memo. “The time has come to embrace the future by prioritizing AI solutions that can work smarter, faster, and more efficiently than humans in certain operational areas. AI will be our first hire, not our last.”
The memo goes on to specify that the hiring process will include an aggressive push for AI talent, particularly data scientists, machine learning engineers, and AI architects. In contrast, the company intends to slow down the hiring of traditional roles in operations, marketing, and customer support as AI technologies take over many of those tasks.
“While we will still hire humans, the focus will shift towards more strategic, high-level roles that AI cannot replicate,” the memo continued. “We are entering a new era of business where AI will be our partner, and humans will guide it.”
Internal Reactions: Optimism and Concerns
The memo has ignited mixed reactions within the company. On one hand, there are employees who view Lütke’s vision as an exciting opportunity to lead the way in corporate innovation. With the rise of generative AI tools like ChatGPT and DALL·E, many within Shopify believe that AI can help the company stay competitive in the rapidly evolving tech landscape. For some, the integration of AI presents a chance to enhance creativity and productivity, allowing employees to focus on more impactful work rather than getting bogged down by mundane, repetitive tasks.
However, others have expressed concerns about the potential impact on job security and the company’s human workforce. Shopify’s customer service teams and marketing personnel have questioned whether their roles will be marginalized or automated in the future, while some employees fear the societal consequences of an AI-first hiring approach.
“We don’t want to be replaced by algorithms,” one anonymous employee remarked in an internal Slack channel. “What happens to our jobs when AI is given priority over us? It feels like we’re becoming an afterthought.”
Some critics argue that such a drastic focus on AI may overlook the intrinsic value of human creativity, empathy, and decision-making, qualities that AI currently cannot replicate at scale. The memo, while clear in its intention to embrace AI, raises questions about the long-term balance between human and machine in the workplace.
The Broader Social Media Reaction
Once the memo was leaked, social media exploded with debates over the ethical, economic, and social implications of Lütke’s statement. Some saw it as a bold, forward-thinking move, praising Shopify for embracing the cutting-edge of technology. Others, however, took issue with the company’s apparent disregard for the future of traditional employees.
On X (formerly Twitter), reactions were swift and polarized. Many users expressed concern that Shopify’s AI-first approach could lead to widespread job displacement in industries already vulnerable to automation. Elon Musk, CEO of Tesla and SpaceX, shared his thoughts in a typically blunt tweet: “AI will be great, but let’s not forget that humans built this world. You can’t replace creativity with algorithms alone.”
Meanwhile, tech advocates viewed Shopify’s decision as a necessary step for the company to maintain its competitive edge in the rapidly expanding AI market. Mark Zuckerberg, CEO of Meta Platforms, retweeted Lütke’s message with the comment, “The future is AI, and the companies that embrace it will lead the way. Shopify is positioning itself at the forefront of that shift.”
The AI Hiring Trend in the Tech Industry
Lütke’s AI-first strategy is far from an isolated incident. Across the tech industry, companies have increasingly focused on hiring AI talent to address complex problems and automate operations. Google, Microsoft, and Amazon have made similar moves in recent years, pouring billions into AI research and development.
In fact, AI hiring has skyrocketed in the tech sector, as companies seek to capitalize on the rapid advancements in machine learning, natural language processing, and automation technologies. At the same time, some critics argue that this could lead to a shrinking of the job market for entry-level roles and administrative positions, pushing those workers toward more specialized fields or alternative employment opportunities.
“The focus on AI is undoubtedly the future of work,” said Sophie Berman, an AI expert at Gartner Research. “But the challenge remains in finding ways to support and reskill the workforce displaced by automation. While companies like Shopify are leading the charge in AI, we need to ensure there’s a balance that doesn’t leave people behind.”
Looking Ahead: AI and the Future of Work
As the debate continues, it is clear that Lütke’s leaked memo signals a broader shift in how companies approach AI integration. For Shopify, the next steps will likely include deepening its investment in AI talent, forging partnerships with tech giants, and refining its internal operations to make the most of these new tools.
However, the question remains whether the AI-first approach will find a place in the hearts and minds of the broader workforce. As AI continues to reshape industries across the world, the future of work may indeed involve a delicate balance between human ingenuity and machine intelligence.
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