Shopify Inc. headquarters in Ottawa, Ont. Photo by Sean Kilpatrick/The Canadian Press files

Tobi Lütke , the founder of Ottawa-based Shopify Inc. , has a new mantra for his workforce: “AI first.”

In a recent memo, the CEO urged staff to seek artificial intelligence solutions before requesting additional resources or new hires, a directive that’s rippling through Canada’s tech sector. Lütke has emphasized that AI is not about cutting jobs, but about reimagining work.

For many, the message is clear: AI is reshaping the workplace, and for the worse. The World Economic Forum’s Future of Jobs Report 2025, released in January, paints a stark picture. By 2030, AI and automation are expected to displace 92 million jobs globally, from coders to customer service reps.

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