Duolingo, the popular language-learning app, is set to launch a new video calling feature in India that uses generative AI. The feature, called ‘Call with Lily’, allows users to practice speaking by having interactive video calls with Lily, a virtual character. This move aims to provide a more engaging, conversation-focused learning experience.
Boost to Monetisation
The company believes that offering this type of practice through video calls can drive more revenue and subscriptions, especially in India, where the potential for user engagement is high. Bob Meese, Chief Business Officer at Duolingo, noted, “The video call feature is focused on conversation practice, which is better suited for driving revenue and bookings in a market like India.”
Available with Duolingo Max
The new ‘Call with Lily’ feature will be available as part of Duolingo Max, which is the company’s premium subscription plan. This plan starts at Rs 99 per month, making it an attractive option for users who want enhanced learning tools. India is already one of Duolingo’s top five markets, and the company expects it to become one of the top three within the next five years.
Presence in India
To strengthen its presence, Duolingo is hiring its first engineering and product teams in India. This expansion includes adding new learning formats like Stories and Duo Radio to improve listening and comprehension skills for users. These additions are part of Duolingo’s effort to make learning more comprehensive and engaging.
Focus on Subscription Growth
Duolingo started monetising its services in 2023 and sees India as a critical market for its growth. In addition to Duolingo Max, the platform offers other subscription services like Super Duolingo and the Duolingo English Test. “India is a really fast-growing part of our global focus,” said Meese.
With these new developments, Duolingo aims to boost its presence and revenue in India, providing users with more interactive and innovative ways to learn languages.
