How Shopify is Empowering Businesses with AI

We are in the midst of an AI revolution. Systems like ChatGPT and DALL-E 2 capture headlines and imaginations with their ability to generate remarkably human-like text, images, and more. But beyond the hype, companies like Shopify thoughtfully integrate this technology to solve real business challenges.

Shopify provides the infrastructure for entrepreneurs to build thriving businesses. As Director of Product Miqdad Jaffer explains, "AI is an opportunity to make entrepreneurship accessible for everyone." He envisions AI as a "powerful assistant" to help with administrative tasks so entrepreneurs can focus on developing standout products.

Much like past innovations such as calculators boosting productivity in their domains, AI promises to eliminate digital struggle: "We've seen that we've created a suite of products called Shopify Magic. And the idea behind this was, how do we embed this directly into the workflows our merchants must go through?"

The key is designing AI to enhance human capabilities rather than replace them. Shopify's first offering, Shopify Magic, helps write product descriptions, email campaigns, customer service responses, and more while giving business owners final approval. 

Keeping humans in charge eases concerns around brands losing control over messaging or AI sharing inaccurate product information. Merchants are quickly finding ways to customize the AI's output to their brand voice and specialty offerings. Despite risks with rapidly adopting new AI systems, Shopify leaned into experimentation, knowing the tools can solve problems today: "We wanted to lean in for a couple of reasons. One, it's important to get this in the hands of merchants as fast as possible, staying with the cutting edge of the technology side." Their risk tolerance traces directly back to who their users are.

Entrepreneurs tend to have high-risk tolerances, willing to sacrifice stability to turn ideas into reality. Shopify realized Magic aligned better with this hunger to try new things than a cautious rollout. The results reveal shop owners enthusiastically use Magic, from launching online outlets to translating product info for international audiences.

Rather than replace humans, Shopify aims to build AI products that enable entrepreneurs to excel: "This is always going to be something that augments and isn't a replacement. So this will always be something that helps a user be the best version of themselves." Much like past innovations such as tractors and computers overcame limitations to empower more extraordinary human achievement, AI promises another leap by eliminating digital drudgery.


Q: Why did Shopify move so quickly to adopt risky new AI tools? 

They knew entrepreneurs tend to have high-risk tolerance and are eager to gain any possible advantage using cutting-edge technology.

Q: Does Shopify's AI write final emails and product descriptions by itself?

No, their Magic assistant makes intelligent suggestions, but business owners have final approval over client-facing messaging. This maintains human control.

Q: What are some ways merchants customize AI outputs?

Users employed AI to translate product info into different languages, rapidly create content for new campaign sites, and tailor its suggestions to fit their brand style.

Q: How has AI started impacting other Shopify product areas?

Shopify recently launched visual AI tools to let merchants effortlessly customize backdrops for product images to create tailored campaigns.

Q: How do AI innovations compare historically? 

Much like farm equipment boosted production capacity, and computers increased information access, AI eliminates tedious tasks so humans can better pursue their passions.


  • Generative AI: AI systems capable of generating original content like text, images, audio, and video rather than just classifying data. Example: ChatGPT.
  • Natural Language Processing (NLP): Subfield of AI focused on understanding, interpreting, and generating human languages. Enables capabilities like text summarization.  
  • Prompt engineering: Crafting the text prompts provided to generative AI models to influence their outputs. Requires human skill.
  • Overfitting: When an AI algorithm performs very well on its training data but fails to generalize to new situations. Leads to fragility.