Duolingo goes AI-first, scales back contractors in strategic shift

Online-language learning app Duolingo has unveiled its plans on becoming "AI-first". In a LinkedIn post on Monday (28 April), the beloved brand said that it will be making the platform shift to AI, a similar move to when it betted on mobile back in 2012. 

"What doesn't change, we will remain a company that cares deeply about its employees," the caption read. 

The company shared a screenshot of an all-hands email from its chief executive officer Luis von Ahn, who made the call official. 

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"AI is already changing how work gets done. It's not a question of if or when. When there's a shift this big, the worst thing you can do is wait," said von Ahn, noting Duolingo's successful launch of its mobile app over a decade ago.

von Ahn also stated AI's ability to get the company "closer to its mission". He said AI is essential for scaling Duolingo's content creation, enabling faster growth and more efficient learning features, such as its video call function. 

"Being Al-first means we will need to rethink much of how we work. Making minor tweaks to systems designed for humans won't get us there. In many cases, we'll need to start from scratch. We're not going to rebuild everything overnight, and some things-like getting Al to understand our codebase-will take time. However, we can't wait until the technology is 100% perfect. We'd rather move with urgency and take occasional small hits on quality than move slowly and miss the moment," von Ahn added. 

To assist in guiding the shift, Duolingo will be rolling out "constructive constraints", including scaling back on the use of contractors to do the work that AI can handle. The company will also be on the lookout for "AI use" when hiring. 

Moreover, AI usage will be factored into performance reviews and teams will only receive headcount if they are unable to automate more of their work. Additionally, most functions will implement specific initiatives aimed at fundamentally changing how they operate.

"All of this said, Duolingo will remain a company that cares deeply about its employees. This isn't about replacing Duos with Al. It's about removing bottlenecks so we can do more with the outstanding Duos we already have. We want you to focus on creative work and real problems, not repetitive tasks. We're going to support you with more training, mentorship, and tooling for Al in your function," the email read. 

von Ahn also added that change can be intimidating but expressed confidence that embracing AI will be a significant step for Duolingo. "It will help us better deliver on our mission and for Duos, it means staying ahead of the curve in using this technology to get things done," he said. 

MARKETING-INTERACTIVE has reached out to Duolingo for more information. 

In January last year, Duolingo reportedly cut approximately 10% of its contractors in a move towards adopting generative AI to develop content. According to CNN at the time, Duolingo let go of some contractors at the end of 2023 to make room for AI-related changes in how it generates and shares content. The company also reportedly said that no full-time employees were affected, and that it turned to “off-boarding” as a last resort when alternate roles for affected staff could not be found.

Meanwhile, other companies have also taken on a similar path. In February this year, American cloud-based software company Salesforce cut more than 1,000 jobs while hiring workers to sell new artificial intelligence (AI) products. Similarly, Meta continued with performance-based dismissals in January, with AI integration playing a role in the company's plans to reshape operational structure.

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