Framing AI in the right light

Bill Doerrfeld | December 20, 2024

Check out the new DirectorPlus edition for smart takes on leading AI rollouts.


How do you introduce AI to programmers without causing unrest or fear of lost jobs? It's all about framing it in a positive light, says GitLab's CTO, Sabrina Farmer. I interviewed her for the latest edition of DirectorPlus for LeadDev, which is out today.


"Leadership is all about framing," says Farmer. "I think AI will change jobs and force evolution. From a leader’s perspective, we need to talk in a way that makes people want to embrace it."


She also recommends sharing success stories internally, encouraging leadership to use it, and a 'bring-your-own model' flexibility. In general, she advocates viewing change as an opportunity rather than viewing it as a dystopic blocker. Check out the full story for some great insights.


Reviewing the year of DirectorPlus

In 2024, I synced with some of today's top engineering directors and CTOs at companies like Netlify, Slack, Intuit Mailchimp, GitLab, Bloomberg, GitHub, DivBrands, and beyond. We dove into themes like continuous learning, developer productivity, AI-driven development, building customer-first, rolling out AI initiatives, and leading microservices migrations.


My takeaway: engineering leadership is about leading people

We're starting to assemble quite a corpus of knowledge to help guide engineering directors. Having done these interviews, what I'm realizing is that for leaders at this level, you really need a keen sense of the technology at the core. But, a lot of the problems you're dealing with are cultural or inter-personal. 


And that's a wrap of DirectorPlus newsletters for 2024.  I've really enjoyed putting these together each month. More is lined up for next year that I'm excited to share. Stay tuned!


Featured image credit: Pat Krupa on Unsplash.


Read: Framing AI rollouts in the right light

Sign up to the DirectorPlus newsletter for a new story in your inbox each month featuring on-the-ground insights from some of the industry's top engineering leaders. Or, if you would like to be featured in the series, please read this.

How to fail at platfom engineering
By Bill Doerrfeld October 22, 2025
How do you fail at platform engineering? Make it 100% UI-first. Don't market it. Survey no one. Measure success by who's onboarded. And just copy what others are doing.
Platform summit conference nordic apis stockholm bill doerrfeld
By Bill Doerrfeld October 21, 2025
This year's Platform Summit felt reinvigorated, with many new motivations and areas to discuss. Of course, AI agents and MCP stole the show.
Colorful hot air balloons against a bright blue sky.
By Bill Doerrfeld September 26, 2025
For my latest DirectorPlus edition, I interviewed Thomas Johnson, co-founder and CTO of Multiplayer, about lessons learned releasing their MCP server.
Abstract blue web-like structure, possibly fabric, with a shimmering effect.
By Bill Doerrfeld September 23, 2025
Explore whether vector native databases outperform traditional DBs with vector add-ons for AI. Learn use cases, tradeoffs, and expert insights.
Man presenting at the Nordic APIs conference, standing in front of a screen, with audience.
By Bill Doerrfeld September 17, 2025
Join me in Stockholm for Platform Summit 2025 and the API Security UnConference, October 13–15. Exciting talks, networking, and more.
A grey articulated figure kneeling, arranging small white objects in a clear plastic container. White background.
By Bill Doerrfeld September 11, 2025
MCP shines for indeterministic workflows, novel integrations, and giving AI coding agents context on the fly. But for more predictable automation it may be overengineeering.
Overhead view of construction site with workers in orange vests, metal beams, and dark concrete.
By Bill Doerrfeld August 30, 2025
For my latest DirectorPlus column with LeadDev, I synced with JB Brown, VP of engineering at Smartsheet, to learn about their multi-agent AI development strategy.
Pink and purple sunset sky with dark, fluffy clouds.
By Bill Doerrfeld August 25, 2025
Alternative clouds are having a moment. Nearly 75% of orgs are using two or more alt clouds beyond the hyperscalers, according to a HostingAdvice.com report.
Digital global CIOs digital sovereignty
By Bill Doerrfeld August 20, 2025
The cloud is no longer borderless. Rising regional data laws and sovereign cloud mandates are forcing CIOs to act.
A
By Bill Doerrfeld August 11, 2025
In a multi-agent coding workflow, an engineer leads a "team" of specialist AI agents to perform various SDLC tasks: scaffolding, coding, testing, log analysis, deployment, and more.