Digital technologies have transformed the way businesses understand and interact with their customers. Duolingo demonstrates this through its use of artificial intelligence (AI) and customer data to create a more personalised and engaging language-learning experience. AI involves data collection, computation and output systems that allow digital products to perform tasks requiring human-like intelligence and decision-making. The Week 10 framework identifies four major consumer AI experiences: data capture, classification, delegation and social interaction (Puntoni et al., 2021). These concepts are particularly relevant to Duolingo because the platform can use information generated through customer interactions to improve and personalise the learning experience.
One important element is data capture. As learners complete lessons and interact with the platform, digital technologies can collect behavioural information about their progress and interactions. This information can support classification, where AI analyses patterns and preferences to create more personalised experiences. The classification framework suggests that successful personalisation can make consumers feel understood, while inaccurate predictions may cause them to feel misunderstood (Puntoni et al., 2021). For Duolingo, personalisation can therefore create value by adapting the learning experience to individual users rather than providing exactly the same experience to everyone. Big Data also contributes to this process. The Week 10 material identifies six important characteristics of Big Data: volume, variety, velocity, veracity, value and variability (Gandomi & Haider, 2015). Large volumes and different varieties of learner interactions can help digital businesses identify patterns in customer behaviour and recognise areas where users may experience difficulties. Most importantly, the value of data comes from turning information into useful outcomes, including greater personalisation and improved customer experiences.
AI can also contribute to a more interactive and accessible learning experience. Social AI refers to interactive communication between consumers and an AI partner (Puntoni et al., 2021). Duolingo provides an example of how AI can support accessibility through simple language, adaptive pacing and different forms of input, including text, audio and visuals. This allows technology to contribute to an experience that can accommodate different learning needs and ability levels. However, increased use of AI and customer data also creates potential challenges. Data capture can make consumers feel served when their information produces meaningful personalisation, but it may also create concerns surrounding privacy, data ownership and control. Businesses therefore need to ensure that customers understand how their information is being used and maintain an appropriate level of control over their data. Overall, Duolingo demonstrates how AI and Big Data can be used to turn customer information into meaningful digital experiences. When implemented responsibly, these technologies can make language learning more personalised, accessible and engaging while strengthening the overall value Duolingo provides to its users.