Which Company's Case Study?
Duolingo is a language-learning service built around game-like lessons. In 2023 it announced Duolingo Max, a paid plan using OpenAI's GPT-4, and added generative-AI features to help learners understand mistakes and practice conversation.
Challenges They Wanted to Solve
In traditional app-based learning, opportunities were limited for learners to deeply understand 'why this answer is wrong' or to practice conversations in real-world-like situations while studying alone. Providing a human-like tutor for every learner was cost-prohibitive, and the challenge was how to replicate and scale that experience using technology.
How AI Was Used
The 2023 Duolingo Max announcement introduced GPT-4-powered Explain My Answer and Roleplay. Explain My Answer subsequently expanded to free learners. The current Max page describes Video Call and Roleplay, so the original paid-feature lineup should not be mistaken for current availability. Check the features available for your course and app.
Implementation Effects and Key Takeaways
- ▸Explain My Answer helps learners understand why an answer was right or wrong.
- ▸Roleplay lets learners practice a scenario with an AI character.
- ▸Generative-AI responses can be wrong, so learners should check important grammar and expressions against course material or a teacher.
- ▸Learning effects vary by learner and use, while availability also varies by language, region and plan.
What Japanese Companies Can Learn
Duolingo's case is applicable not only in the education sector but also in various industries requiring specialized knowledge, such as customer support, consulting, and training. By offering their proprietary expertise and services as 'conversational AI,' companies can significantly enhance the value provided to each customer. It serves as an excellent reference for designing more personal and interactive experiences by incorporating AI into existing services.