AI Radar: Duolingo Lays Off Staff as Brazilian Executives Lead Global Adoption — The AI Paradox of the Last 24 Hours

Artificial intelligence continues its relentless march through the corporate world, creating scenarios that seem like they came straight out of science fiction movies, but which are our new reality. In the last 24 hours, we have witnessed a fascinating contrast: while some companies are replacing workers with AI, Brazilian executives are leading the global race to adopt this technology. This paradox shows that we are at the epicenter of an unprecedented technological revolution.

Duolingo: The Iconic Case of Human Replacement by AI

The news that dominated the headlines was the announcement by Duolingo CEO Luis von Ahn about replacing employees with artificial intelligence. The company will adopt an “AI first” strategy, prioritizing technology in functions that, according to them, AI can develop without human assistance.

Second Terra report, Von Ahn believes that using AI is not only a way to optimize service, but also a way to “bring the company closer to its mission.” This decision echoes recent statements by Shopify CEO Tobi Lütke, who required employees to prove “why AI cannot fulfill their needs” before requesting more resources.

This move by Duolingo is not isolated – it is the consolidation of a trend I have been observing for years in the innovation ecosystem. We are witnessing not just a cost optimization, but a fundamental rethinking of which tasks should remain human and which can be automated.

The Two Faces of AI in the Job Market

While Duolingo moves forward with layoffs, representatives from giants such as Nvidia, IBM, Microsoft, Meta and Groq discussed at Web Summit Rio 2025 a more nuanced vision of the future of work with AI.

According to G1 report, the president of Microsoft Brazil, Priscyla Laham, stated that “Artificial intelligence tools will not steal jobs, but professionals who do not know how to use them can be replaced”This statement perfectly captures the dilemma we face: technology itself is neutral, but its application can be disruptive or inclusive.

In my experience accelerating thousands of startups, I always emphasize that it is not the technology that determines the outcome, but how we choose to implement it. Organizations that are able to empower their employees to work with AI, rather than simply replacing them, tend to develop more sustainable competitive advantages in the long term.

Brazil Leads AI Adoption Among C-Level Executives

One particularly inspiring piece of news is that Brazilian executives are at the forefront of global AI adoption. According to LinkedIn survey reported by Estadão, 74% of Brazilian leaders consider it very important to prepare companies for the changes caused by technology, compared to 63% of the world average.

This Brazilian leadership does not surprise me. Over the years, I have witnessed how our entrepreneurs and executives often demonstrate remarkable resilience and adaptability in the face of economic and technological challenges. This characteristic becomes a competitive advantage when faced with disruptive transformations such as AI.

However, leadership in intent needs to translate into leadership in strategic implementation. In my mentoring sessions with executives, I always emphasize that AI adoption requires a profound cultural transformation, not just technology investments.

The Financial Sector at the Forefront of Transformation

Itaú Unibanco demonstrates how the Brazilian financial sector is leading the way in AI implementation. According to the S.Paulo Newspaper, the bank is developing the first investment assistant based on generative artificial intelligence, with tests planned for this quarter.

This case perfectly illustrates how generative AI is rapidly transforming traditional industries. Itaú is not only automating existing processes, but reimagining the customer experience with solutions that would be impossible without the capabilities of modern AI.

Itaú’s approach—develop, test with a select group, and then scale—represents the best practices I recommend to companies that consult me about digital transformation. This methodology minimizes risk while maximizing organizational learning.

Microsoft: Proof that AI is Driving Financial Results

Microsoft's financial results confirm that investment in AI is generating concrete returns. According to the InfoMoney, the company surpassed quarterly revenue expectations on strong growth in Azure cloud computing, driven by AI demand.

Azure’s cloud division’s revenue grew by an impressive $33.1 billion in Q3, with its Intelligent Cloud unit posting revenue of $1.4 billion. These numbers are compelling evidence that companies are investing heavily in AI infrastructure despite macroeconomic concerns.

As I have said in my talks, we are witnessing the emergence of a new economy driven by AI, where companies that know how to use this technology strategically will gain significant competitive advantages.

Security Concerns and Protection of Vulnerable People

Not all the news is positive, however. A report by the organization Common Sense Media, reported by CNN Brazil, warns that companion artificial intelligence applications pose “unacceptable risks” to children and adolescents.

The report comes after a US lawsuit over the suicide of a 14-year-old boy whose last conversation was with a chatbot. The organization said its tests showed that such systems easily produce harmful responses, including sexual misconduct, stereotypes and dangerous “advice.”

This warning reinforces something I have always argued: technological advancement must be accompanied by ethical and safety concerns, especially when considering vulnerable populations. Technology advances faster than our ability to fully understand its implications.

Brazilian AI Legislation: New Consumer Protections

Fortunately, Brazil is making progress in regulating AI. As reported by Earth, the new legislation on artificial intelligence in Brazil promises significant changes in consumer digital security.

The law removes the opacity that surrounded many AI systems, requiring companies to provide clear explanations for automated decisions that impact consumers. This includes situations such as declining credit offers or performing virtual diagnostics, where there must now be clarity on how decisions are reached.

This regulation is an important step in the right direction. As I have argued in my participation in public policy forums, we need a regulatory framework that protects citizens without stifling innovation. Algorithmic transparency is a fundamental principle for building a trustworthy AI ecosystem.

Training: The Path to Not Being Left Behind

Alura and Google are contributing to the democratization of knowledge in AI by opening up vacancies for free training. According to Forbes Brazil, the new edition of “AI Immersion” aims to meet the growing demand for professionals with knowledge in AI, with classes taught remotely by industry experts between May 12th and 16th.

Initiatives like this are crucial to closing the AI talent gap in Brazil. In my conversations with CEOs and startup founders, the shortage of skilled AI professionals is consistently cited as one of the main bottlenecks to digital acceleration.

The democratization of knowledge in AI is a topic that is particularly close to my heart. Throughout my career, I have advocated that technology should be inclusive and accessible, not a privilege reserved for the few. Free educational initiatives are an important step in this direction.

Evolution of Corporate Communication with AI

Corporate communications are also being transformed by AI. As reported by WOW, a free online event will bring together experts to discuss how artificial intelligence is transforming corporate communication and reputation management.

This is a topic I often address in my consulting sessions. AI is redefining how brands communicate with their audiences, enabling levels of personalization and engagement that were previously impossible. Companies that are able to implement these technologies strategically will build deeper relationships with their stakeholders.

Analysis: The Big Emerging Trends

Analyzing this set of news from the last 24 hours, some clear trends emerge that deserve attention:

• Substitution vs. Complementation: We’re seeing two distinct approaches to AI in the workplace – some companies like Duolingo are choosing to replace workers, while others are looking to use AI to augment their teams.
• Brazilian protagonism: Brazilian executives are demonstrating leadership in the adoption of AI, positioning the country competitively on the global stage.
• Protection and regulation: As AI becomes more powerful, the need for protections for consumers and vulnerable groups grows.
• Democratization of knowledge: Educational initiatives are emerging to lower the barrier to entry for professionals who want to work with AI.
• Tangible financial results: Companies that invest in AI are beginning to reap measurable financial benefits, as exemplified by Microsoft.

How to Navigate this Changing Landscape

For leaders and professionals who want to thrive in this rapidly evolving landscape, I recommend three core principles:

1. Adopt a continuous learning mindset: The speed of AI innovation requires a willingness to constantly learn. Take courses, try new tools, and stay up to date on the latest trends.

2. Think humans + AI, not humans vs. AI: The most successful AI implementations are those that augment human capabilities, rather than simply replace them. Look to identify how AI can free up your and your team’s time for higher-value work.

3. Prioritize ethics and transparency: As we implement AI systems, we must be intentional about their ethical and social impacts. Trust will be an increasingly important competitive differentiator in the world of AI.

In my mentoring work with startups and traditional companies, I have observed that those that adopt these principles are much better able to navigate the transition to an AI-enabled world. Technology is just a tool – the difference lies in how we use it to create genuine value.

Conclusion: The Time to Act is Now

The news of the last 24 hours only reinforces what I have been arguing for years: we are living through a technological revolution that will fundamentally transform how we work, communicate and create value.

For Brazilian companies, the time to act is now. We have the opportunity to lead globally in certain aspects of the AI revolution, as demonstrated by the engagement of our C-level executives. But this leadership in intent needs to be translated into strategic implementation.

In my mentoring and consulting, I help companies develop practical AI implementation roadmaps that balance innovation with responsibility. The key is to start with clear business objectives, not the technology itself.

The future belongs to those who not only embrace new technologies, but who implement them in ways that amplify our humanity, rather than diminish it. That is the future we must build together.

How are you preparing for this AI-powered future? Does your company have a clear strategy? Share your experiences or, if you need guidance, get in touch for a specialized mentoring session on AI implementation strategies.