THE AI SHIFT ISN’T COMING. IT’S HERE.
Written by Jessica Murray
My mental model has shifted.
Well, if I’m honest, it shifted several months ago, but the proof points keep building, so I’m going to say it plainly:
AI is no longer optional. It’s actively reshaping how businesses grow, compete and serve. Teams of all sizes are making it core to how they operate, and leaders are openly demanding that employees adapt to AI-first.
Executives at large tech organizations like Fiverr, Duolingo and Shopify have all gone public (or been leaked) on the topic. While each message was nuanced, the shared belief is clear:
Becoming AI-first is how they’re planning to win and remain relevant.
Beyond big tech, I’ve heard the same themes at local events.
Soundbites from last week alone:
39% of skills will change in the next five years.
The AI shift from tool to teammate is here.
Inertia is dangerous. Take one step forward.
The barrier to information is going through the floor.
Conversations about your business are already happening. Do you want in?
Optimizing for AI agents as “customers” will matter.
The new buyer journey ≠ the old selling journey.
The 2024 line was: “AI won’t take your job. A person using AI will.”
The stakes have changed. As Fiverr CEO Micha Kaufman put it:
It does not matter if you are a programmer, designer, product manager, data scientist, lawyer, customer support rep, salesperson, or a finance person — AI is coming for you.
This is a movement about readiness, reinvention and adaptability. We’re in the process of rewiring how we work, build our companies and best leverage our human expertise.
Staying in your comfort zone isn’t a strategy. Things are moving too quickly, and others will capture the opportunity.
What does this mean for you?
If you’re a startup founder, small business owner or creative:
Redesign workflows: Where are the choke points? Can AI effectively and accurately streamline them?
Re-think the Org Chart: Roles are evolving. Your future team may include both humans and AI agents.
Establish AI governance: Set expectations for appropriate AI usage. Put checks and balances in place to reduce misuse.
Reskill your people: Not everyone needs to prompt like a pro, but everyone must be AI-literate. Do your part and give them the tools to learn.
Enhance the customer experience: AI can increase personalization and responsiveness. Review your customer journey through this lens and see what you uncover.
Unlock data: AI can drive deeper insights and faster decision-making, but only when the data inputs are clean and well-connected.
Reinforce a culture of innovation: Encourage your team to experiment and present new ideas.
I’m not here to say AI is perfect or all “good.” I’ve experienced its flaws firsthand. But I’m still in the game, and learning. That’s what counts.
Five ways to take action
OK, time for the part where I offer solutions. Five suggestions to take the next step:
AI Audit: Inventory your tools. Is AI embedded already? What’s your team using under the radar?
Ask ChatGPT (or [insert other LLM]): Don’t know where to begin? Ask. Seriously. Describe your business, customers, workflows, and systems in a prompt. You might be surprised by what these tools surface.
Pick one thing: Try meeting notes, email drafts, content generation. Start small, low stakes and build in guardrails so AI doesn’t go wild.
Experimentation over perfection: Just get started. You don’t need a master plan, but you absolutely need to explore.
Read: A few newsletters on my inbox that help me stay up-to-date include Ben’s Bites, Every, The Neuron.
A quick closing message
Many of you may already be well on your way to building real outcomes with AI. In that case, you’re on the path.
If you’re earlier in the journey: Audit, test, learn and keep moving. You don’t need to overhaul everything today. Take the first steps. See where they lead.