With the rise of AI, people are worrying more and more about whether or not they’ll be replaced. Big companies have started to opt to replace workers with technology. Many companies are taking this AI-first approach to cut back costs and increase efficiency. Sparking a multitude of emotions in consumers. One of the most recent examples is the language learning program Duolingo. In utilizing this AI-first strategy, let’s look at how consumers have reacted and what the future holds for the company.
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Duolingo Pushing AI-First
So, what does the AI-first strategy entail? The idea behind using this strategy is for the company to slowly replace human contractors with AI Generative technology. In a LinkedIn post, the company shared that the CEO states that the main reason for this change is productivity. Using AI, the company can create more content in a fraction of the time it would normally take. The post also explains that the company will use AI in the hiring process and future performance reviews. The CEO explains that the time to embrace AI is now. Even though the technology may not be perfect, companies have to embrace this to be successful. The company has stressed throughout this rollout that it will not diminish content quality and will continue to support employees.
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How Has Everyone Reacted?
Overall, users have reacted very negatively. Many users have slammed the company for prioritizing an AI-first strategy and replacing people with technology. Users have vowed to cancel their subscriptions to the program and have deleted the app completely. Opting instead to leave comments all over the company’s social media platforms, making fun of the company and the CEO. Showing their disdain for the influence of AI on their language learning. Hundreds of followers have unfollowed the company’s social media accounts after the announcement, proving how out of touch the company has become with its use of AI.
@bett.ep
How has the company reacted to these comments? Users flooded their social media accounts with negativity, and tons of creators made content against the company. The brand chose to delete its social media posts on platforms like TikTok and Instagram. Users noticed the change and have continued to create videos bashing the company and their decisions. After having deleted all their posts, the company came back early last week and posted this TikTok addressing the controversy. The social team confused users with an odd marketing strategy. The video featured a team member dressed as the Duolingo mascot, who ranted about the company hiding the truth. Additionally, he promised to expose the real story behind the AI decision. This decision has caused even more confusion within the user base and has not silenced any user discussion about the AI-first strategy. Videos continue to be made making fun of the company, and this marketing choice has only driven users further away from the platform.
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CEO Addressing Users
@duolingo The truth.
A few days after the video was posted with the new mascot, the company released a new video with the same person dressed as the mascot sitting down with the CEO, demanding answers about the AI-first strategy. This video/pseudo-interview with the CEO allowed him to address the user’s reactions to their decision. Not backing down from the decision, but telling users that they want to be clearer in describing what this strategy will entail. This video came out on the same day as a new LinkedIn post, written by the CEO.
Within both the video and the post, the CEO makes it clear that the AI-first strategy is not about replacing employees with technology but is about utilizing new technology to create a more productive brand. He goes on to say that the company plans to create “workshops and advisory councils” to help everyone adjust to the exploration of AI within the company. Although users appreciate the step in being more transparent, consumers still have issues with how much AI will be utilized in the company. Many questions remain unanswered from the company about how the brand will balance supporting employees with exploring new technologies that are designed to do those same jobs.
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The Future of Brand Loyalty
In an effort to fight back against the negative reactions, the company has only driven a wedge further between the company and users. Consumers have made it clear to the company that they do not want AI being used to teach and support a learning environment. People are paying for this service to be able to learn from teachers who can fully support them, not from an AI teacher who might not be correct.
This has shown people that brands have the power to divert entirely to AI, not just in corporate fields but creative ones as well. AI has become a powerful look at how far technology has come and how it will continue to evolve in the workplace. Users have continued to delete the app and push the platform out of their everyday lives. Users feel as if the company does not share their values anymore. It is clear from user backlash that this strategy can easily break the loyalty and trust between consumers and brands.
This article was written by Abby Grantham
