The Duolingo AI Controversy: What Your Company Can Learn From Their Mistakes
The Duolingo Case Study
Duolingo's CEO announced the company was becoming "AI-first," planning to use AI for content creation, hiring processes, and performance reviews
This led to mass app deletions, negative reviews, and social media backlash
The CEO had to issue a follow-up video providing clarification
Three Critical Lessons for Leaders
1. Choose Your Words Carefully - Language Matters
AI-first/AI-driven companies: View AI as driving decisions and humans as dispensable/replaceable
AI-enabled companies: Recognise AI's strengths and limitations, focus on humans working alongside AI for augmentation rather than replacement
The end goal should be human flourishing, not eliminating humans
Your messaging must align with your actual vision
2. Audit What Your Customers Actually Value
Leaders often assume customers want what they don't actually care about
Duolingo assumed customers wanted faster, cheaper content delivery
Customers actually valued human expertise, cultural nuance, and authentic interaction
Before announcing AI adoption, understand what truly enhances your service for customers
Aim for customer delight and understanding, not confusion or anger
3. Avoid Premature Public Positioning
Fear of missing out or being left behind is driving many AI messaging strategies
Competitive pressure and AI anxiety lead to rushed, poorly thought-out announcements
Take time to develop a clear AI strategy before making public statements
Understand what you actually want to achieve with AI before announcing your approach