Duolingo is facing a significant backlash after announcing its shift to an 'AI-first' model, sparking a PR crisis and user revolt. CEO Luis von Ahn's declaration to prioritise AI, automating content creation, and integrating AI into hiring and performance reviews has been met with widespread criticism. The company plans to phase out contractor roles in favour of AI, a move framed as essential for scalability and innovation.
Users have reacted strongly, with many cancelling subscriptions and deleting accounts, resulting in a loss of over 300,000 followers on TikTok and a flood of negative app store reviews. Critics argue that replacing human input with AI undermines the essence of language learning, which is deeply personal and requires the warmth and adaptability that AI currently struggles to replicate. Concerns have also been raised about the potential degradation of learning quality, particularly in less popular language courses.
The controversy highlights the tension between AI adoption and ethical labour practices, serving as a cautionary tale for business leaders. While Duolingo insists it will support existing employees, the backlash underscores the importance of clear communication and careful consideration when implementing AI-driven changes that impact human roles.