Rytis Lauris, chief executive of Omnisend, announced a new compensation scheme that links quarterly pay rises to demonstrable AI-driven business results. The policy, rolled out in the first quarter of 2024, saw more than half of the firm's 246 staff earn raises of between 2% and 4% after proving that their use of artificial intelligence delivered tangible efficiency gains, performance improvements or scalable adoption across teams.
How the scheme works
Omnisend has long offered salary reviews every three months, but the latest initiative adds a separate, performance-based layer. Employees must show measurable value in at least one of three categories: efficiency (time or cost savings), impact (movement of key performance indicators or better business outcomes) or scalable adoption (workflows taken up by colleagues).
For example, the finance department automated a large portion of invoice processing, exceeding its original target of 36% and reaching 85% automation. All team members involved qualified for the raise. Similarly, the legal team cut manual review time by using AI for vendor assessment, and engineers earned bonuses for creating AI-enhanced workflows that other squads adopted.
Why the move matters
According to Bernard Meyer, head of AI operations, the company had succeeded in getting staff to experiment with AI tools but struggled to translate activity into business impact. "We were seeing productivity, but not the needle moving," Meyer told Reuters. By tying compensation directly to results, Omnisend hopes to accelerate the adoption of AI in ways that affect the bottom line, sending a clear signal that AI competence will become a key differentiator in the labour market.
Lauris warned that the shift is not merely an incentive but a warning. "We think that AI is not threatening your job, but at the same time we very loudly said that you will lose your jobs, the jobs as they are today," he said. The message underscores a broader trend where firms across Europe are re-skilling staff and rewarding those who can harness AI to drive growth.
What comes next
Managers at Omnisend are tasked with evaluating their direct reports against the new criteria and deciding the size of each raise. The AI-linked bonus does not replace the standard review process but sits alongside it, offering a pathway for higher earnings. Lauris expects the policy to create a competitive internal culture, with employees comparing outcomes and striving to meet the benchmarks.
Looking ahead, the company plans to refine its "objective subjective" measurement framework, especially for roles like product managers where impact is harder to quantify. The leadership hopes the scheme will not only boost performance but also foster a community of internal AI champions who share knowledge across departments.
"We're trying to motivate people on many levels, and one of those is money. It is also recognition as an AI champion within the company," Meyer said.
As AI continues to reshape business processes, Omnisend's experiment may serve as a model for other European firms seeking to align remuneration with digital transformation goals.