How leaders and communicators can talk to employees about AI

Shopify CEO Tobias Lutke posted the contents of an internal memo about AI use at Shopify to X— and the contents of it laid out that at Shopify, AI usage by employees is now a “baseline expectation.”

“What would this area look like if autonomous AI agents were already part of the team? This question can lead to really fun discussions and projects.”

Lutke added that AI has been a “multiplier” of productivity at the company, and that the AI use he’s seen at the company led him to the conclusion that the technology should be a first consideration when approaching problems.

“I’ve seen many of these people approach implausible tasks, ones we wouldn’t even have chosen to tackle before, with reflexive and brilliant usage of AI to get 100X the work done.”

Lutke’s bold and open stance on AI is notable because he’s a visible leader giving his employees clear direction that AI is important and here to stay.

Quick adaptation and a need for transparency

Chris Gee, founder and CEO of Chris Gee Consulting, told Ragan that Lutke’s transparency is something he’d like to see from more leaders. A primary area of Gee’s expertise centers on counseling leaders and communicators on how to approach the communications implications of AI.

“Shopify is like many organizations that are at a key inflection point,” Gee said. “I’m not one for AI hyperbole, but there are companies that won’t be around in a few years if they don’t adopt AI quickly, and I think we’ll look back on 2025 as a pivotal moment in time.”

Gee added that communicators and leaders need to formulate a plan to talk about AI now because whether they like it or not, the automation wave isn’t stopping any time soon.

“I hear folks at workshops say things like, ‘I’m already a good writer, so I don’t need AI’,” Gee said. “This attitude completely misses the point. It’s also documented that a lot of shadow AI is happening. This is where people use AI and do not disclose their AI use. They instead just get super efficient all of a sudden. The most successful companies encourage transparency with AI — some even gamify AI use, and incentivize innovation with cash prizes.”

Encouraging productive conversations about AI

Gee told Ragan that communicators have a twofold responsibility when it comes to talking about AI at work. First and foremost, they have to learn how to filter generative AI through the context of what automation will mean for their colleagues and company.

“They need to spend time figuring out how they talk about AI adoption to key stakeholders like employees, media and partners,” Gee said. “Depending on the organization, investors and regulators might factor in as well.. Comms pros have to walk a tightrope with emotions all around, unhelpful hyperbolic statements by AI leaders and real fears about AI displacement among workers.”

Gee said that focusing on the humanity of employees amid the rise of fast-paced technology is a must.

“It’s incredibly tricky, but I think it’s best to approach the conversation with empathy.”

Catherine Richards, co-founder and managing partner of Expera Consulting, said that comms leaders are key to bridging the gap between AI ambition and practice.

“You don’t get AI fluency by declaring it into existence,” she said. “You get it by creating an environment that is inclusive, enabling, and grounded in upskilling.”

She added that comms pros should use their narrative power to steer the internal conversation on AI, delineating a clear connection between leadership transparency and a supportive AI infrastructure in the workplace.

“Use it to spotlight the early adopters who are already testing, building and leading by doing,” Richards said. “Formalize that momentum by bringing them together in an AI council. Make their work visible. Build the systems that make the behavior stick and don’t just echo a CEO’s energy. Channel it into momentum across the organization.”

An example of AI comms at work

He also provided GoDaddy as a prime example of a company that’s talking about AI in a way that moves the conversation forward. In a recent press release, the company explicitly stated that AI is a “job creator, not a threat.”

“GoDaddy emphasizes the practical benefits for small business owners, such as time savings and ease of use,” he said. “Their messaging highlights how GoDaddy Airo simplifies complex tasks, making professional online tools accessible to entrepreneurs without requiring extensive technical expertise. As a fellow small business owner, I think this approach resonates with their target audience. It showcases AI as a valuable and approachable asset for business growth.”

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.