AI is moving fast. Some leaders are using that momentum to inspire progress. Others are hiding behind it to justify layoffs, confusion, or fear. This week, I looked at how three CEOs communicated their AI strategies—and what their choices reveal about leadership during change.
Luis von Ahn at Duolingo celebrated a huge AI win: 150 new courses launched in under a year. But in the same breath, he insisted Duolingo was still “people first” while phasing out contractors. That contradiction didn’t just fall flat—it broke trust. You can’t spin disruption into a feel-good story without backing it up.
Tobias Lütke at Shopify got it right. He told employees directly: AI is now an expectation, and performance will be measured accordingly. It wasn’t sugarcoated. It was clear, structured, and honest—everything people need in a moment of uncertainty.
Micha Kaufman at Fiverr brought urgency, not clarity. He warned that AI would affect everyone’s job—including his own—but didn’t offer a plan, resources, or path forward. Urgency without direction isn’t leadership. It’s just noise.
The lesson? Structure builds trust. Vagueness erodes it. If you’re leading through change, your people don’t need perfection—they need clarity, honesty, and systems that support them.
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