AI & Acceptance: Where Are We In 2025?

The green bird’s feathers have been burnt! Here's what Duo’s story tells us about where we stand with AI.

Recently, Duo's CEO, Luis von Ahn, announced the learning platform was becoming ‘AI-first’. It’s been met with widespread backlash, and has got Duo into the press for all the wrong reasons.

The story first broke via LinkedIn. Luis explained how Duo’s AI-first approach was the necessary risk needed to improve its offering… before stating that it will replace contract workers with AI.

Many viewed the plan itself as hypocritical, while others were offended by the slightly distant and definitely non-Duo tone within the announcement. (The less said about the strange social media follow up by Duo the better… It clearly did them no favours.)

Duolingo’s story highlights a key point about where people’s acceptance of AI stands at the moment. (Brands, listen up!)

Most of us are happy to make use of ChatGPT and Google’s AI Overview to get instant, quick answers. 

But when it comes to services built on human connections, such as the tutor-student relationship present in language learning, people aren’t comfortable with the thought of AI taking over.

Whatever your opinion on the move, Duolingo’s strategy is not as extreme as you may think. 

A UK study by the National Literacy Trust found that the use of AI among teachers increased from 30% in 2023 to nearly 48% in 2024. And Forbes has reported that 60% of teachers have incorporated AI into their daily teaching practices in some form.

So, what’s the real issue here?

It comes down to how Duo announced its move. Badly. 

The tone went against the personal, cheeky and encouraging personality that it has built up since it was founded in 2009.

A drastic business change like this, involving the use of AI to deliver a service previously powered by humans, required a considered and balanced tone.

From following the story and the public’s response, here are my takeaways which may save other companies from getting into a similar flap:

1. People are still wary of AI taking on roles which rely on complex human connections, such as language learning.

2. If your business or service relies on personal connections (as many do) be wary about outlining your intentions to use AI in a way that could reduce human-to-human contact.

3.  If you believe using AI will actively improve your service, consider your messaging. How could people react? Will the announcement appear at odds with your brand?

Duolingo won’t be the last AI-PR casualty, that much is certain. To avoid a similar scenario, businesses need to remember that AI-efficiency does not trump a personal service. 

If you are incorporating AI into your services, make sure you polish your comms and think about your brand.

Then, deliver the news to your customers in a way that shows you have thought about them, and their possible apprehensions.

Have you seen any similar missteps in your industry?

(P.S. Thanks for the image, AI!)