Duolingo, the popular language-learning app, found itself in the middle of a public relations storm in late April 2025 when CEO Luis von Ahn announced a shift to an “AI-first” strategy. This ambitious plan envisioned reducing reliance on human contractors by automating tasks through artificial intelligence. Von Ahn suggested that future hiring decisions would depend on the inability to automate roles and that AI proficiency would become a crucial factor in employee evaluations.
The announcement ignited a firestorm of criticism, with concerns raised about job displacement and the diminishing role of human educators. The backlash was particularly intense on social media platforms, where users voiced their displeasure with the company’s direction. Duolingo attempted to quell the controversy with an Instagram post, but this only fueled the flames of criticism. One prominent comment succinctly summed up the sentiment: “Call us old-fashioned, but we prefer our lessons to be taught by humans.”
Faced with mounting criticism, von Ahn issued a follow-up statement on LinkedIn, clarifying his position. He emphasized that AI was intended to augment, not replace, human employees, stating, “To be clear: I do not see AI as replacing what our employees do (we are in fact continuing to hire at the same speed as before). I see it as a tool to accelerate what we do, at the same or better level of quality.”
This incident highlights the complex challenges companies face when integrating AI into their operations. While automation promises efficiency gains, it also raises concerns about employment and the value of the human touch in services. Duolingo’s experience serves as a stark reminder of the importance of clear communication and balancing technological advancement with human-centric values. The company’s journey underscores the need for careful consideration of the social and ethical implications of AI implementation, ensuring that the benefits of technology are realized without compromising the vital role of human interaction and expertise.