Duolingo announces AI-first strategy
Global learning platform Duolingo is transitioning to become an AI-first company, following an official statement from its CEO, Luis von Ahn.
In a company-wide email, Luis said: “AI is already changing how work gets done. It’s not a question of if or when. It’s happening now. Betting on mobile in 2013 made all the difference. We are making a similar call now, and this time the platform shift is to AI.
So what will this mean for the Duolingo team in practice? The company plans to move with urgency and accept small hits to quality rather than move slowly and risk missing the AI wave.
To help guide this shift, Duolingo will roll out a few constructive constraints:
- Gradually stop using contractors for work that AI can handle
- Factor AI use into hiring decisions
- Include AI use as part of performance evaluations
- Approve headcount only if a team cannot automate more of its work
- Implement specific initiatives across more functions to fundamentally change how they operate
Luis also emphasised that Duolingo will support employees with training, mentorship, and AI tooling within their respective functions.
The reception so far has been mixed. Many have expressed respect for Duolingo’s bold move toward AI, while others have raised concerns about potential layoffs and increased demands on employees.
Luis compared this shift to when the company bet early on AI in 2012, a decision that helped Duolingo win the 2013 iPhone App of the Year award. “AI isn’t just a productivity boost — it helps us get closer to our mission,” he said in his statement.
This news from Duolingo follows similar moves by notable companies like Shopify and Klarna, which have also shifted toward becoming AI-first. Shopify CEO Tobi Lütke recently sent a memo to employees—later shared publicly—saying: “Before asking for more headcount and resources, teams must demonstrate why they cannot get what they want done using AI. What would this area look like if autonomous AI agents were already part of the team? This question can lead to really fun discussions and projects.”
Duolingo is no stranger to AI, having recently used it to launch a new video call feature. However, time will tell how this broader AI-first initiative will impact the product experience for its users and its hiring strategy.
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Louron Pratt
Louron serves as the Editor at Mind the Product, bringing nearly a decade of experience in editorial positions across business and technology publications. For any editorial inquiries, you can connect with him on LinkedIn or Twitter.
