SendBird's AI-First Strategy: Quests, Tokens, and Builders

SendBird's transformation into an AI-first company demonstrates that successful AI adoption requires structural enablement, not merely tool access. CEO John Kim outlines a comprehensive framework where AI is integrated as a workforce partner, driven by internal platforms that democratize building capabilities across all functions while maintaining rigorous security standards.

Democratizing Development via Quest Platforms

SendBird bypasses traditional product roadmaps through an internal "Automators Platform" featuring "Quests." This marketplace allows any employee to request automations, which AI agents or engineers can fulfill by reading specifications, generating PRDs, and coding solutions. This approach empowers subject matter experts to build high-value tools rapidly. For example, the marketing team independently developed a fully functional swag store, a competitor analysis portal called "Purple Cal," and a campaign tracking "Buzz Board" without engineering support. This decoupling of innovation from sprint prioritization accelerates time-to-market for creative initiatives and fosters a culture where fun and customer delight are prioritized over mediocre MVPs.

Measuring Adoption with Token Metrics

The company tracks AI usage via token consumption dashboards, categorizing employees into tiers from beginner to "AI God" (100M+ tokens/day). These metrics guide targeted enablement, help managers assess team maturity, and ensure AI partners work autonomously to smooth productivity curves during human downtime. Leadership buy-in is critical, with C-suite executives serving as top token consumers to signal strategic importance. This data-driven approach allows managers to tailor training based on individual usage levels, ensuring no employee is left behind in the transition.

Security, Skills, and Talent Strategy

To mitigate risk, SendBird provides pre-vetted technical templates with authentication and compliance built-in, allowing non-engineers to deploy secure applications safely. A skills marketplace based on the "Medic Framework" encourages co-evolution of reusable AI plugins, preventing siloed development. Furthermore, hiring criteria now prioritize curiosity, agency, and energy over tenure, fostering a workforce capable of rapid adaptation. The company also encourages "failing forward," using weekly showcases to celebrate experiments and build momentum around AI-driven innovation.

Operational Infrastructure and Cultural Shifts

SendBird established a dedicated "AI Engineer for Internal Operations" role reporting directly to the CEO, supported by a cross-functional task force including CTO and InfoSec. This team unblocks challenges related to compliance, logging, and vetting software stacks, ensuring a "happy path" to production for employee builders. The Quest system effectively creates a "shadow AI roadmap" that operates parallel to the main product cycle, allowing for immediate feedback loops and instantaneous value delivery. By gamifying contributions through experience points and rewards, SendBird incentivizes participation and knowledge sharing across departments. Additionally, AI is leveraged for personal knowledge management, with tools like "The Gardener" automatically enriching notes and creating personalized learning centers, demonstrating AI's value in continuous learning and cognitive enhancement.