Toby Lütke of Shopify is coupled with his Hardcore 2025 messaging

The CEO of Shopify, Tobi Lütke, goes everything in the Hardcore technological messaging.

In a memo to the employees he published on Monday on X, Lütke wrote: “In a company that increases by 20 to 40% from one year to the next, you must at least improve that each year just to meet.”

“It seems intimidating, but given the nature of the tools, it no longer even seems terribly ambitious to me,” wrote Lütke, referring to artificial intelligence.

The memo – Entitled “The use of AI is now a reference expectation” – ordered employees to intensify their use of AI in the Canadian Electronic Commerce Company.

Lütke said that the use of technology is “now a fundamental expectation of everyone at Shopify” and that the use of AI would be assessed in performance and peer review questionnaires. He added that expectations also apply to himself and all leaders.

The CEO seems to reverse his reputation as a founder who values ​​the balance between professional and private life.

Last month, in response to an X Post which presented it as an example of work and family balancing, Lütke wrote: “I am at home for dinner, but I work at least about 10 hours a day and a large part of the weekend. I do not want people to be wrong by this meme.”

Lütke has since removed most of his 2019 tweets, one who said: “I have never worked for a night. The only times I worked more than 40 hours a week, it was when I had the burning desire to do so. I need 8 hours of sleep per night. Even with everyone, whether we admire it or not.”

In 2023, Lütke Restricted Shopify employees have side jostlesSaying that the company needs their “unrelated attention”.

The company did not respond to the request for comments from Business Insider.

‘SCAPPINESS AND FUGALITY’

The remarks of the CEO of Shopify reflect A broader cultural repression of major technological workers, who appreciated a work culture known for the advantages of office, high -level salary and employment safety, sometimes without exhausting hours.

Throughout the industry, free massages and football tables have been replaced by messages around “efficiency” and “scrappiness and frugality”.

At Tech Giants like Amazon and Tiktok, the luxury of work in the pandemic era has been replaced by strict mandates back to the office. In almost all businesses, layoffs have taken a demolition ball to industry and the adoption of AI has reduced hiring, making employment security a thing from the past.

“We want to function as the largest startup in the world,” wrote Amazon CEO Andy Jassy, ​​in his Memo RTO in September. “It means having a passion to invent constantly for customers, a strong emergency (for most major opportunities, it’s a race!), A high property, a quick decision -making, jamming and frugality, a deeply connected collaboration.”

The workers who spoke to Business Insider declared that they felt the pressure to work more time, go beyond what is asked for them, be very visible and assess other options beyond full-time work.