How Faire connected their work with AI so agents can deliver

Faire connects independent brands and retailers worldwide. Inside the company, work needed to connect just as powerfully across people, workstreams, and tools—all moving at full speed. That pace demands rigor. Without it, teams hunt for context across Slack threads, Jira tickets, GitHub repos, hundreds of Notion pages, and more. Contributors need the latest work and the reasons behind it. Leaders need to see what matters without slowing anyone down. AI can help, but it’s even more powerful when it meets the work with real context.

The challenge: maintain momentum without losing the story behind each decision. Faire’s answer was to make that story visible from the moment work begins—and keep it legible as priorities shift, projects evolve, and teams scale.

Notion started as Faire’s living memory. As teams grew, it evolved into the nerve center organizing context, linking workflows, and shortening the path from “what’s going on?” to “what’s next?” That foundation meant AI didn’t start cold—it reasoned over real plans, rituals, and records.

Specialized tools can create silos that make collaboration feel heavy. Faire solved this by making Notion the connective tissue across their tech stack. Notion AI made everything truly connected by including years of workspace knowledge plus context from 20+ integrated work apps.

Engineering, Product, and Design teams connect their entire product-development lifecycle in Notion—roadmaps, PRDs, and sprints in linked databases that sync with Jira, GitHub, and Figma. GTM teams tie initiatives and resources directly to product work, so updates cascade automatically.

When Notion AI generates updates or answers questions, it draws from all these connected sources plus years of conversations across Slack and email. Less context-switching. More shipping. And AI that knows the full story behind every decision.

Becoming an AI-first organization isn’t just about adopting the latest tools—it’s about connecting them into one intelligent system. With years of connected knowledge and clean workflows in Notion, AI acts with full context rather than starting from scratch. As part of their Notion Enterprise plan, everyone at the company gets access to leading frontier models directly inside their workspace; responses cite connected context from Notion and integrated tools, without training those models on Faire’s data.

Why 71% of employees surveyed say Notion AI is their most valuable AI tool:

• One place to ask, act, and align, instead of hopping between AI apps and systems of record

• Trusted answers with citations pulled from connected knowledge and integrated tools

• Immediate leverage from years of structured information other point tools couldn’t reach

In practice, this approach lets Faire reduce reliance on point solutions while reclaiming enough time to realize an estimated 8× ROI on their Notion Enterprise plan.

An initial AI hackathon across 30+ teams sparked possibilities. Then Faire built something more systematic: an AI-first enablement model with a dedicated AI Enablement leader and embedded “AI Captains” on every team. Captains don’t just train people—they coach in context, ship playbooks, and help teams redesign their actual workflows so AI removes friction instead of creating new steps.

What other companies can learn from Faire’s approach:

• Connect before you add. Organize knowledge and workflows in a connected workspace first, integrating Slack, Google Drive, Jira, email, and more—AI that meets real context beats AI starting from scratch every time.

• Empower captains to lead change. Name AI champions per function with a simple charter: pilot new ways of working and share the learnings. Meet on a regular cadence and keep shared templates and wins where teams can access them.

• Train on live workflows, not decks. Sessions anchored in teams’ actual databases and templates beat generic AI training—people learn by improving work they already own.

• Build the loop, not the event. Help channels, bi-weekly showcases, and live-workflow training create continuous cycles where breakthroughs spread and stick.

• Aim goals at customer impact, not work activity. Track cycle time and decision clarity in your actual work, not training-completion rates. Each team owns their own AI-related OKRs targeted at their team’s greatest opportunity areas.

With years of connected knowledge and clean workflows in Notion, AI acts with full context rather than starting from scratch. Teams use Notion AI to generate meeting notes, synthesize customer feedback, draft documentation, and find answers across their workspace and all the tools they have connected to it.

Here’s what changed for Faire:

• 81% say meetings run smoother as Notion AI captures notes and action items, letting people focus on discussions and decisions.

• Workflows run over 30% faster with everything centralized in one connected hub where AI applies full-context reasoning and automates next steps.

• Teams save an average of 9 hours per week as AI not only finds answers but surfaces insights teams wouldn’t know to search for.

Faire’s AI transformation shows that preparing for the next era of AI isn’t about waiting for perfect technology—it’s about organizing work so agents can be effective from day one. Years of organized knowledge mean AI agents won’t arrive as strangers trying to figure everything out.

“Our workspace is already organized. Agents fit right in by doing the assembly work so teams jump straight into decision making, instead of wasting time looking for context,” says Brasier.

By connecting the company’s planning, workflows, and knowledge in Notion, Faire has created a workspace where AI amplifies existing habits rather than disrupts them.

For Faire, the foundation is set: 94% of employees say Notion is “mission-critical” to their work. Now, Notion AI feels like a set of teammates who’ve been there all along.