In his internal [memo](https://x.com/tobi/status/1909251946235437514), Tobi Lutke describes a landscape where AI has quickly become a “baseline expectation” rather than a shiny, futuristic add-on. He highlights that we’re witnessing the most rapid shift in workplace methodology he’s ever seen, and that those who embrace AI as a collaborator: whether as a thought partner, researcher, or pair programmer - are achieving results once considered impossible. Shopify, as he puts it, is a company where **“you have to keep running just to stay still”** implying that continuous learning isn’t simply a nice-to-have, it’s the only way to remain relevant. > That attitude reflects a core principle: leveraging AI isn’t optional. Instead, it’s a skill to be honed by everyone, from entry-level teams to the executive suite. > > Tobi warns that stagnation is **slow-motion failure and sees AI as both amplifier and multiplier**: capable of boosting productivity, creativity, and even the sheer scope of what can be attempted. > > The mandate he sets forth is clear: weave AI exploration into every prototype, share best practices and lessons learned, and use these new tools to tackle the kind of ***“implausible tasks”*** that define true innovation. Ultimately, the memo feels like a rallying cry for continual growth. AI tools are moving so rapidly that holding back out of caution or skepticism may result in being left behind. By recognizing AI as an ally: one that can enhance our judgment, shape bold ideas, and open up fresh possibilities: teams can transform the way they work, learn, and create new value. Everyone must climb. If we don’t, we slide, and in a fast-paced environment, sliding means losing out on the future of entrepreneurship that’s already knocking at our door.