This is a story about a business deciding to be AI-first. Before adopting its AI-driven approach, Duolingo, the language learning platform, had developed its first 100 language courses over a period of about 12 years. In the past year alone, it launched 148 new language courses using AI, which would have taken over a decade with human teams.
Hello and welcome to the AI Six podcast. I’m Joanne Sweeney, and in just six minutes a day, I teach you about AI.
Speaking to Bloomberg, Duolingo CEO Luis von Ahn explains: why the move to AI and why now.
For anyone working in teaching languages or translations, there are very obvious concerns you might have:
- The replacement of human workers with AI;
- Doubts about AI’s ability to handle complex languages; and
- Worries about a decline in content quality.
But Duolingo’s move mirrors a wider trend in tech, with companies like Shopify also adopting “AI-first” strategies.
The World Economic Forum predicts that AI will transform 23% of jobs in the next five years, making Duolingo’s approach a case study for broader workforce and business model changes in the digital economy.
And there’s so much we can all learn from these AI-first movers, because AI is here and it’s not going anywhere. Here’s six reasons Duolingo and other companies are transitioning fast.
- Faster Content Creation: Duolingo says that AI enables them to create teaching content much more quickly than manual methods. CEO Luis von Ahn emphasised that to teach well at scale, they need to generate a massive amount of content, and “doing this manually doesn’t scale” for a platform with millions of users.
- Scalability for Growth: The company highlights that relying on human teams for content creation and updates is unsustainable as the platform grows. AI allows Duolingo to accelerate course development and expand into new languages and features far more efficiently than before.
- Unlocking New Features: Duolingo’s leadership points out that AI technology enables the development of new educational features, such as the Video Call function, which would not have been possible with manual processes alone.
- AI Teaching Quality: Duolingo believes that AI has now reached a level where it can teach “nearly as well as the best human tutors,” making it a viable replacement for many tasks previously handled by contractors and content specialists.
- Competitive Urgency: Von Ahn has stated that “AI is already changing how work gets done. It’s not a question of if or when. It’s happening now,” and that waiting during such a major technological shift would be a mistake. He likened this moment to Duolingo’s earlier bet on mobile, which was pivotal for the company’s growth.
- Organizational Redesign: The company is rethinking workflows and even rebuilding systems from scratch to align with AI-driven processes, aiming to keep its workforce focused on creative and meaningful tasks rather than repetitive content production.
Read the company statement
Duolingo also plans to prioritise the use of AI in hiring and performance reviews. Duolingo has not publicly disclosed a specific target number for staff reductions. However, the company has confirmed that it cut approximately 10% of its contractor workforce at the end of 2023 as part of its transition to an “AI-first” strategy. This shift involves gradually phasing out contractors for tasks that AI can handle, such as content creation and translation.
There are some other lessons here.
Prioritise Speed Over Perfection
CEO Luis von Ahn emphasized the importance of moving quickly with AI integration, even if it means occasional compromises on quality. This approach highlights the value of agility and adaptability in the rapidly evolving AI landscape.
Support Employees Through the Transition
Recognising the impact of AI on its workforce, Duolingo is providing training and mentorship programs to help employees adapt to new technologies. Supporting staff during such transitions is crucial for maintaining morale and ensuring successful implementation.
The AI revolution isn’t free, it’s being built on someone’s words, work, or voice. And as marketers, we’re not just users, we’re decision-makers. If this episode got you thinking, share it. If you want to learn how to use AI without crossing ethical lines, my AI Diploma for Marketers covers exactly that. Use the code AISIX10 for 10 percent off. Until next time, keep asking the hard questions, and let’s build something better.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
