The Enshittification of Duolingo
The Enshittification of DuolingoDuolingo grew into the largest language-learning app on a free, gamified model supported by ads and the Super Duolingo subscription. Starting in 2023 the company added a higher-priced Max tier built on OpenAI models, then cut roughly 10% of its contractor workforce as it shifted content production to AI. A 2025 'AI-first' memo from CEO Luis von Ahn, paired with the launch of 148 AI-generated courses, triggered sustained user and worker backlash over job losses and course quality. In late 2025, a new Energy system replaced hearts for free users, depleting with every exercise and pushing learners toward ads, gems, or paid subscriptions to keep studying.
Alternatives
Open-source spaced-repetition flashcard system with thousands of shared language decks and no energy meters, ads, or streak guilt.
Free audio courses taught by a single teacher using a thinking method rather than gamification, funded by donations with no ads or accounts.
The Paper Trail
| Date | Category | Symptom · rating · source |
|---|---|---|
| 2023-03 | pricing | Duolingo Max tier launches at $30 per monthDuolingo introduced Max, a subscription priced at $29.99 per month or $167.99 per year that adds GPT-4-powered Roleplay and Explain My Answer features. The tier sits above the existing Super Duolingo plan, creating a second, more expensive paywall.↳ TechCrunch |
| 2024-01 | quality | 10% of contractor workforce cut as AI takes over content workDuolingo offboarded about 10% of its contractors, primarily translators and writers who created language exercises, as the company moved content generation to GPT-4 and other AI tools. The company said remaining human experts would validate AI output quality.↳ TechCrunch |
| 2025-04 | quality | 'AI-first' memo and 148 AI-built courses announced in the same weekDays after CEO Luis von Ahn told staff Duolingo would become 'AI-first' and gradually stop using contractors for work AI can handle, the company launched 148 new courses created with generative AI, doubling its catalog. Duolingo noted its first 100 courses had taken about 12 years to build.↳ TechCrunch |
| 2025-05 | quality | AI-first strategy draws public backlashDuolingo became a focal point for criticism of AI replacing human workers, with users posting boycotts and app deletions across social media in response to the contractor-replacement plans. The episode was widely framed as a test case for consumer reaction to AI-driven staffing cuts.↳ TechCrunch |
| 2025-08 | quality | CEO says AI-first memo was 'misunderstood' amid continued criticismLuis von Ahn said the backlash to his AI-first memo stemmed from a lack of context and that Duolingo was still hiring, while maintaining the company's AI strategy. The clarification followed months of negative user sentiment and scrutiny of AI-generated course quality.↳ TechCrunch |
| 2025-10 | pricing | Energy system depletes with every exercise for free usersDuolingo replaced its hearts system, which deducted lives only for mistakes, with Energy, which drains with every exercise even when answers are correct, capping how much free users can study per day. Energy can be restored by watching ads, spending gems, doing practice lessons, or subscribing to Super or Max.↳ Android Authority |
The Wall
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