Language learning platform Duolingo has unveiled a major transformation in its business model, announcing plans to become an “AI-first” organization. In a message shared internally and posted to its official LinkedIn page, CEO Luis von Ahn revealed that the company will increasingly integrate artificial intelligence into its daily operations and decision-making processes.

Von Ahn explained that adopting an AI-focused approach will require more than just adapting existing workflows. Instead, the company intends to overhaul how it operates entirely, beginning with a reduction in its reliance on contractors for tasks that automated systems can now manage. Furthermore, AI competency will become a key factor in hiring new staff and evaluating current employee performance. The company also made it clear that requests to expand headcount will only be considered if a team has already pushed automation to its limits.

Redefining Roles Without Replacing People

While the new direction prioritizes automation, Duolingo emphasized that it has no plans to eliminate jobs for the sake of technology. Von Ahn stressed that the shift is meant to eliminate tedious work, allowing existing employees—referred to internally as “Duos”—to spend their time on innovation, strategy, and problem-solving rather than on routine duties.

To support the transition, Duolingo will invest in resources such as AI tools, staff mentorship, and upskilling programs. The goal is to help employees work smarter, not harder, with AI acting as an enabler—not a replacement. “We want our team focused on complex ideas, not repetitive chores,” von Ahn noted in the memo.

Speeding Up Learning Content Production

One of the biggest drivers behind the company’s AI pivot is the need to significantly accelerate how it builds educational material. According to von Ahn, creating high-quality language lessons through traditional methods is too time-consuming to meet the needs of its expanding user base. Recently, Duolingo replaced its manual content production process with AI-powered systems, allowing it to roll out new materials far more quickly.

“Scaling content the old way could take decades,” von Ahn wrote. “With AI, we can get useful lessons to learners in a fraction of the time. That’s what they deserve.” He underscored that artificial intelligence isn’t just improving productivity—it’s central to the company’s mission of making learning fast, accessible, and effective.

New Capabilities Fueled by Technology

The benefits of AI at Duolingo extend beyond content generation. The company has already launched innovative features like AI-assisted video calls for language practice—tools that were previously too difficult to build. These capabilities bring the platform closer to replicating the experience of working with a live tutor, significantly enhancing the learning experience.

Von Ahn compared the current moment to a strategic gamble Duolingo made in 2012 when it decided to go “mobile-first.” At a time when most competitors were building websites with mobile add-ons, Duolingo went all-in on mobile apps. That bold move paid off when the company’s app won Apple’s iPhone App of the Year in 2013 and triggered a wave of organic growth. “We believe AI is the next major platform shift,” von Ahn stated.

Implementation Plan: From Vision to Action

To guide the rollout of this new direction, Duolingo will introduce a series of policies aimed at embedding AI into the organization’s DNA:

• The company will reduce the use of outside contractors for tasks that AI can manage effectively.

• AI fluency will be a qualification for new hires.

• Performance reviews will include metrics on how well employees utilize AI tools.

• Teams must demonstrate that no further automation is possible before requesting new hires.

• Every department will launch initiatives aimed at redesigning their approach to work.

Von Ahn made it clear that Duolingo will not wait for perfect technology before moving forward. Instead, the company is prepared to accept small compromises in quality where needed in order to remain agile and avoid missing the current AI opportunity. “We’re choosing speed and evolution over hesitation,” he said.

A Broader Trend in Tech Leadership

Duolingo’s AI-driven direction mirrors actions taken by other major players in the tech space. Shopify CEO Tobi Lütke recently issued a similar message to his employees, stating that teams must prove why AI cannot complete a task before requesting additional resources. The growing trend reflects a broader industry consensus that artificial intelligence isn’t just an add-on—it’s a core part of how companies must operate moving forward.

Duolingo’s leadership believes that this forward-thinking mindset will strengthen the company’s position in the education sector, enabling it to serve more learners and innovate at a faster pace. While change always carries risks, von Ahn expressed confidence that embracing automation will bring long-term rewards. “This move helps us stay ahead of the curve—and more importantly, it brings us closer to our mission,” he said.