Sendbird’s AI-native org: Marketing builds swag stores, sales crafts CRMs

The Gist

• Sendbird’s marketing team built a Stripe-integrated swag store in one day with no engineering support
• Internal Automators platform lets teams request AI tools and engineers build them
• Token usage dashboard tracks AI adoption with tiers from beginner to AI God
• Job descriptions prioritize curiosity, agency, and energy over years of experience

• Sendbird's marketing team built a fully functional e-commerce swag store with Stripe integration in days without engineering support.
• Sendbird treats AI adoption as a product, with internal platforms like Automators enabling teams to request and build AI tools.
• Visible leadership usage is the most powerful signal for AI adoption within an organization.
• Sendbird tracks AI adoption through a token usage dashboard with five tiers, emphasizing the smoothness of the adoption curve over total usage.
• Sendbird rewrote job descriptions to prioritize curiosity, agency, and energy over years of experience.
• SaaS isn't dead; it's being rebuilt internally with AI-driven tools and workflows.

• Empower non-technical teams to build and deploy AI tools by creating secure, compliant templates.
• Track and celebrate AI adoption through internal platforms and dashboards, focusing on the adoption curve.
• Rewrite job descriptions to prioritize traits like curiosity and agency over traditional experience metrics.
• Encourage visible leadership usage of AI tools to drive broader organizational adoption.

• days (Time taken by Sendbird's marketing team to build a swag store with Stripe integration.)
• five tiers (Number of tiers in Sendbird's token usage dashboard for tracking AI adoption.)