Before Duolingo removed its videos from TikTok and Instagram in mid-May, its green owl mascot was a viral sensation among younger users, helping the language app build strong social media engagement.
However, when Duolingo announced its transition to become an “AI-first” company, with plans to automate tasks currently performed by contractors, public response quickly turned negative. Many users shared their frustration online, some even deleting the app despite losing progress like streak awards. Social media comments centered largely on anger over worker displacement by AI.
Duolingo spokesman Sam Dalsimer clarified that AI would not replace staff but would reduce reliance on non-staff contractors by automating certain tasks, with AI content creation supervised by learning experts.
This move reflects a wider trend in the tech industry. Companies like Klarna and Salesforce have publicly stated plans to cut roles in customer service and engineering through AI automation. Developers are also creating “agents”—software designed to automate tasks to decrease workforce needs.
Worker replacement is one of several growing concerns about generative AI. Additional issues include frequent errors in AI outputs, environmental impacts, potential mental health effects on users, and copyright violations stemming from training AI models on existing creative works.
While generative AI tools like ChatGPT initially amazed users with creative outputs, artists soon raised alarms over unauthorized use of their work in AI training. This resistance intensified during the 2023 Hollywood writer’s strike and continues amid numerous lawsuits by publishers, artists, and studios challenging AI’s use of copyrighted material.
Today, public sentiment increasingly favors affected workers. Brian Merchant, author of Blood in the Machine, which explores resistance to technology-driven job loss, notes a rising “ambient animosity” toward AI systems as companies rapidly accelerate adoption following typical Silicon Valley patterns.