Can Great Marketing Save A Company During Times of Controversy? (A Duolingo Case Study)

Two months ago, Duolingo was at the top of its game. An untouchable marketing team with their beloved, chaotic owl mascot. But at the end of May, they announced they would be taking an “AI first approach.” The approach seemed innovative, but they also mentioned that they were replacing contractors with AI. Suddenly, everyone remembered that Duolingo is more than memes and languages - it’s also a tech company. And their younger audience who is already afraid of being replaced by AI turned on the owl, raising a lot of questions not only about the brand but about the future of work in general - all with Duo at the center. 

So what happens when your marketing, your CEO, and your values don’t align?

And is marketing powerful enough to move past this kind of controversy?