Duolingo CEO Admits Mistakes After Social Media Backlash
UPDATE: Duolingo’s CEO, Luis von Ahn, has revealed significant lessons learned regarding the impact of controversial social media posts on user engagement. Following a backlash from his recent memo on AI implementation, Duolingo has opted for a more cautious social media strategy, which may have affected user growth.
In a recent earnings call on July 12, 2023, von Ahn stated that the company has been “playing it safe online” after facing criticism over his announcement that AI would dictate hiring and performance evaluations. This decision comes as Duolingo reported a 41% revenue growth to $252.3 million and achieved a record profitability of $44.8 million for the second quarter.
“This impact is in the past,” von Ahn asserted, as he noted that Duolingo’s daily active user growth hit the lower end of their forecast range at 40%. Before the quarter, the company had anticipated a growth between 40% to 45%. The backlash primarily affected users in the United States and Canada, prompting the company to reassess its online presence.
In an April 2023 memo shared on LinkedIn, von Ahn outlined a vision to make Duolingo “AI-first,” which he claimed would not eliminate jobs but rather reshape the hiring approach. However, the post triggered user concerns across platforms like X, TikTok, and Reddit, fearing that AI would replace human jobs and degrade the quality of the app.
“What I’ve learned as a leader is just don’t post on LinkedIn. I’m kidding,” von Ahn said on Wednesday. He emphasized that the intent behind his message was misinterpreted, clarifying that the company does not plan to fire employees en masse.
Despite the backlash, Duolingo’s stock surged nearly 19% in after-hours trading, reflecting a remarkable 113% increase over the past year, driven by user growth and AI integration.
As the company works to restore its signature playful tone, von Ahn assured stakeholders, “We have recovered sentiment, but we are not taking as many risks because honestly, we’re skittish about it.” He hinted that more engaging posts may return in the upcoming weeks or months, as Duolingo navigates the balance between creativity and caution.
This situation underscores the challenges tech companies face in today’s digital landscape, where the line between engaging content and controversial messaging can significantly impact user sentiment and growth. As Duolingo reinvigorates its brand, consumers are left wondering how these changes will shape their experience on the platform.
