Introduction
GitLab, a stalwart in developer tooling, is betting its future on a 19th-century economic theory called Jevons paradox—the idea that making software cheaper to produce will actually increase demand, not shrink it. CEO Bill Staples outlined a sweeping reorganization in 2025, including layoffs, product consolidation, and a shift toward AI agents that write code while developers supervise. This guide walks you through the steps GitLab is taking to apply Jevons paradox in the agentic era, so you can adapt your own organization.
What You Need
- Basic understanding of Jevons paradox (efficiency gains lead to increased consumption)
- Acceptance that AI agents will automate much of software development
- Willingness to restructure your engineering and product teams
- A unified platform or plan to consolidate tools (similar to GitLab’s single DevOps platform)
- Clear communication strategy for internal and external stakeholders
Steps to Apply Jevons Paradox in the AI Era
Step 1: Understand Jevons Paradox and Its Relevance to Software
Jevons paradox, named after 19th-century economist William Stanley Jevons, originally described how more efficient steam engines led to higher coal consumption, not lower. GitLab’s Staples argues the same applies to software: “As the cost of producing software collapses, demand for it will expand.” Recognize that AI-driven efficiencies won’t kill the software industry—they’ll fuel its growth. Internalize this mindset before making major changes.
Step 2: Accept the Shift from Human-Coded to AI-Agentic Development
Staples calls this the “agentic era” where machines build software under human direction. In his words: “Agents will plan, code, review, deploy, and repair.” Developers will focus on higher-level tasks like system design, architecture, and coordinating fleets of AI systems. This requires a cultural shift—embrace that human value moves from writing code to supervising and orchestrating AI.
Step 3: Reorganize Your Company Structure for AI Orchestration
GitLab has undergone layoffs, executive changes, and a “machine-scale” rebuild. To apply Jevons paradox, realign your teams around orchestration rather than traditional coding roles. Create new roles like “AI coordinator” and flatten hierarchies to speed decision-making. The key is to treat AI agents as team members, not just tools.
Step 4: Consolidate Products Around a Unified Platform
GitLab is consolidating its product suite to reduce complexity and focus on a single platform that spans source control, CI/CD, security, and deployment. A unified platform makes it easier to orchestrate AI agents across the entire lifecycle. If you have multiple tools, merge them or adopt a platform that can handle everything from planning to monitoring.
Source: thenewstack.io Step 5: Communicate the Vision to Investors and Teams
GitLab’s market cap dropped 66% amid uncertainty about AI’s impact. Staples published an open letter to explain the Jevons paradox bet. You must do the same: craft a clear narrative that AI will expand software demand, not contract it. Address fears of job loss by emphasizing new opportunities in oversight and architecture. Use data and analogies (steam engines, coal) to make your case.
Step 6: Measure and Adapt as the Industry Evolves
GitLab is still in early stages—the overhaul comes during a difficult stretch. Track key metrics like developer productivity, agent output quality, and demand indicators. Be prepared to pivot if Jevons paradox hasn’t materialized as expected. The theory is a bet, not a guarantee. Regularly revisit your assumptions and adjust your orchestration strategies.
Tips for Success
- Start small: Pilot AI agents on a single project before company-wide rollout.
- Invest in governance: As AI code volume grows, so does the need for review and security monitoring.
- Foster collaboration: Developers managing AI must work closely with product and business teams to understand demand signals.
- Don’t underestimate resistance: Cultural change is hard—continuous education and visible wins help.
- Look beyond GitLab: Study other companies applying Jevons paradox to see what works.
Return to Steps list. GitLab’s bold move shows that even a 19th-century theory can guide 21st-century transformation. By following these steps, you can position your organization to thrive as software becomes cheaper and demand explodes.