Tech firms aren't just encouraging their workers to use AI. They're enforcing it.

From startups to giants including Meta and Google, companies are factoring AI use into performance reviews

- Katherine Bindley & Katherine Blunt

Teams and managers have the discretion to evaluate AI use as part of performance based on roles, as per Google.

(AP)

AI use is no longer optional if you work in tech.

While many sectors are still experimenting with artificial intelligence, the tech industry has moved to the next phase: tracking their workers’ use of AI tools—and enforcing it if they have to.

From small startups to giants including Amazon.com, Alphabet’s Google and Meta Platforms, tech companies are measuring it with an eye on productivity gains and in certain cases factoring it into performance reviews. For some jobs, candidates aren’t even considered unless they can demonstrate Al fluency.

“We are using carrots and sticks,” says Seth Besmertnik, chief executive of Conductor, a 300-person digital marketing startup. “The only way to have a thriving company is if you have all your staff having a high level of competency.”

Besmertnik started considering AI use as part of performance reviews at the beginning of this year for his whole company. Employees get an AI competency score from one to five—scoring a five if they create systems that improve the workflow of others. He has also created a new award: Whoever comes up with the most effective AI-driven process wins a vacation stipend worth several thousand dollars.

He won't consider hiring candidates without AI fluency. (During interviews, two people sit in to evaluate AI skills.) Candidates interviewing with Conductor can expect to be tested on their ability to solve sample problems using AI. They are asked to explain their choice of tool, the prompts they used and how they would have done things differently six months ago.