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So, I'm from Guatemala.

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This is a public service announcement,

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that is where Guatemala is.

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(Laughter)

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Also, that is not
where they keep the prisoners.

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That is called Guantanamo.

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(Laughter)

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Not the same place.

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So Guatemala's right below Mexico.

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And for the Americans in the audience,

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and let this sink in,
because it really applies in most ways,

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for the Americans in the audience,

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you can think of it as Mexico's Mexico.

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(Laughter)

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Just like the US doesn't want
illegal immigration from Mexico,

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Mexico doesn't want
illegal immigration from Guatemala.

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It's a smaller country.

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It's a poor country.

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And well, what can I tell you,

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it has much better Mexican food.

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(Laughter)

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Guatemala is a very poor country.

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And a lot of people talk about education

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as something that brings equality
to different social classes.

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But I always saw it as the opposite,
as something that brings inequality.

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Because what happens in practice

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is that people who have a lot of money
can buy themselves a really good education

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and therefore continue
having a lot of money.

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Whereas people who don't have
very much money

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barely learn how to read and write

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and therefore never make a lot of money.

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And this is especially true
in poor countries.

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Now, I was fortunate that I received
a rich person's education

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even though I didn't grow up rich.

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And it’s because I’m an only child.

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And my mother, who was a single mother,

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spent all of her resources
on my education.

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And this allowed me to come
to college to the US

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and eventually get a PhD
in computer science.

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Now because of all of this

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about 10 years ago,

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I decided I wanted to do something

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that would give equal access
to education to everyone.

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Oh, by the way, this is what I want
to talk to you about today,

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giving equal access
to education to everyone.

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At the time, I was a professor
of computer science

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at Carnegie Mellon University,

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and I decided to work on this
with my PhD student, Severin.

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The way my brain works,

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all of education is just
too general of a problem.

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So I decided, let's start
by teaching one thing.

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And then I started thinking,
OK, well, what should we teach first?

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Should we teach math?

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I mean, we both love math.

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Me and my cofounder, we both love math.

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And, you know, we didn't
decide to do math.

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Then we started thinking, well, maybe
we should teach computer science.

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But eventually, and this is maybe
surprising to people in North America,

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eventually, we decided
that the best subject to start with

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was teaching foreign languages.

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And let me tell you why.

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There's a number of reasons.

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One of them is that there's
a huge audience for it.

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There’s about two billion people
in the world learning a foreign language,

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both in school and outside of schools.

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Most of these people, by the way,
are learning English.

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About 80 percent of them
are learning English.

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In this weird map right here,

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all the countries in green

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are countries in which people
are predominantly learning English.

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And the reason for that

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is because English can truly
transform your life.

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In most countries in the world,

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knowledge of English can significantly
increase your income potential.

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So this is another reason why we decided
to start with foreign languages.

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And it's because you can directly
make more money

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if you learn another language,
in particular English.

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And see, this is pretty different
than many other subjects.

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For example, take math.

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In the case of math,

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just knowledge of math does not
increase your income potential

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because usually you have to learn math
to then learn physics

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to then become a civil engineer,
that's how you make more money.

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Whereas with languages,
if you are a waiter and you learn English,

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now you can be a waiter at a hotel
and make more money.

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So we decided, well, let's get started
by teaching languages.

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Now, we also convinced ourselves

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that the only way
to really reach a lot of people

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was by using a mobile phone,
or a smartphone in particular.

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See, building schools all over the world
is simply too expensive.

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On the other hand,

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most of the world's population
already has access to a smartphone,

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and the trend is that that fraction
is only going to increase.

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So we decided at the time

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that we would make a way to learn
foreign languages on a mobile phone

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that was accessible to everyone.

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And then we called it Duolingo.

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Thank you.

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(Applause)

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Now in order to truly be accessible
to everyone, rich and poor,

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Duolingo uses a freemium model
to support itself.

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What that means is that you can learn
as much as you want

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without ever having to pay.

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But if you don't pay,

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you may have to see an ad
at the end of a lesson.

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Now, if you don't like ads,

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you can also pay to subscribe
to turn off the ads.

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And it turns out that the vast majority
of the revenue for Duolingo

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comes from people who pay
to subscribe to turn off the ads.

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Now, who are these people who pay
to subscribe to turn off the ads?

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Well, they're usually well-off people
in rich countries like the US and Canada.

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Who are the people
who don't pay to subscribe?

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They usually come from poorer countries
like Brazil or Vietnam or Guatemala.

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So what I like about this model

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is that it is a small form
of wealth redistribution

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because we're basically
getting the rich people

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to pay for the education of everyone.

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So I like that.

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(Applause)

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So with smartphones,
we can reach a lot of people

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and we can even get the rich people
to pay for the whole thing,

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which is great.

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However, if you're trying to deliver
education with a smartphone,

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you run into a humongous problem.

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And it is that smartphones come equipped

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with some of the most addictive drugs
that humanity has ever engineered.

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TikTok, Instagram, mobile games.

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See, delivering education
over a smartphone

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is like hoping that people
will eat their broccoli,

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but right next to it, you put
the most delicious dessert ever made.

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(Laughter)

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If you really want to deliver
education to everyone,

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not only do you have
to make it accessible,

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but also you have to make it
so that people want to actually learn.

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And with Duolingo,
we've been able to do this.

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And at the highest level,
the way we've done this

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is by making the broccoli
taste like dessert.

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I'll say it another way.

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What we've done is that we've used
the same psychological techniques

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that apps like Instagram,
TikTok or mobile games use

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to keep people engaged,

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but in this case, we use them
to keep people engaged

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but with education.

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Let me give you some examples
of these techniques.

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One of the most powerful ones
is the notion of a streak.

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What a streak is, is it’s just a counter

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that measures the number of days

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that you've used
the product consecutively.

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You just take that number,

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you put it very prominently
in your product

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and then people come back every day.

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And the reason people come back
every day is because, well,

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if they don't come back,
that number resets to zero

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and people don't want
to lose their streak.

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It works.

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Now, on the one side,

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streaks have been criticized
for, for example,

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getting teens addicted to Snapchat.

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But in the case of an educational app,

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streaks get people to come back
to study every day.

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Now, to give you an idea
of the power of streaks,

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in the case of Duolingo,

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we have over three million
daily active users

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that have a streak longer than 365.

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(Applause)

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That means they haven't missed a day
in the last year or longer.

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Now, fun fact about streaks.

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What country do you think
has the longest average streaks

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for an educational app?

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It's Japan.

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Of course.

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Shortest-ever streaks?

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Latin America, baby.

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(Laughter)

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But we're fun, hey, we're fun.

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(Laughter)

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Another important mechanism to get people
to come back to your product

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are notifications.

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On the one side, notifications
can be really spammy and annoying,

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but in the case of an educational product,

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people actually want
to be reminded to learn.

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In the case of Duolingo, we have
a very sophisticated AI system

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that basically chooses
when to send the notification

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and also what to say in each notification

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to maximize the probability
that people come back.

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Now, interestingly,

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even after all this sophistication,

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it turns out that the algorithm
for choosing what time

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to send you a notification
is pretty simple.

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Do you know what is the best time
to send people a notification?

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I'll tell you.

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It's 24 hours after
they used the product last.

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There's an easy explanation.

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If you were free yesterday at 3pm,

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you’re probably free today
at 3pm as well.

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So this is what a very sophisticated
millions of dollars of AI found.

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(Laughter)

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It's funny.

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Now with notifications
you shouldn't be spamming.

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And we're not spamming, with Duolingo,

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we actually stop sending notifications
after seven days of inactivity.

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So if you don't use Duolingo
for seven days,

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we stop sending you notifications.

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Now, at some point it occurred to us,

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if we're stopping
to send people notifications,

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we should let them know.

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So we started sending
this notification to people saying,

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00:08:40,600 --> 00:08:42,810
"Hey, these reminders
don't seem to be working.

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00:08:42,809 --> 00:08:44,394
We'll stop sending them for now."

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You know what people do
when they get this notification?

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They come back.

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00:08:48,274 --> 00:08:49,609
(Laughter)

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00:08:50,359 --> 00:08:51,694
Passive aggressive.

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00:08:51,693 --> 00:08:54,072
(Laughter)

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00:08:54,113 --> 00:08:56,074
Works for my mother, works for Duolingo.

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00:08:56,073 --> 00:09:02,288
(Laughter and applause)

217
00:09:02,996 --> 00:09:04,831
These passive aggressive notifications

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00:09:04,831 --> 00:09:07,043
are really good at getting
people to come back

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00:09:07,043 --> 00:09:10,337
back because they feel like our green
owl mascot has given up on them,

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00:09:10,379 --> 00:09:11,547
so they come back.

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00:09:11,547 --> 00:09:13,841
And speaking of our
green owl mascot, by the way,

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00:09:13,883 --> 00:09:16,719
because all our notifications come
from our green owl mascot

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00:09:16,760 --> 00:09:19,387
and well, he's passive aggressive
and also pretty pushy,

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this has given rise to a lot
of memes on the internet

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00:09:21,890 --> 00:09:24,644
that make fun of the great lengths
that he will go through

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00:09:24,644 --> 00:09:26,687
to get you back to learn a language.

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Here's one of my favorite ones.

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This is it's a meme,
it’s one of my favorite ones.

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00:09:30,817 --> 00:09:32,025
(Laughter)

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Basically looks like you forgot
your Spanish lessons.

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00:09:35,196 --> 00:09:36,906
And then there's an intruder alert,

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presumably the owl broke into your house
to get you to learn language.

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00:09:40,493 --> 00:09:43,079
Now, Duolingo has entered the zeitgeist.

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00:09:43,078 --> 00:09:46,331
And there's thousands of memes,
there's SNL skits about it.

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And it's because we've managed
to get people to want to learn a language

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00:09:50,836 --> 00:09:52,504
by using the same techniques

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that mobile games and social media use
to get people engaged.

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00:09:57,802 --> 00:10:00,303
And this is a really important point,

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00:10:00,346 --> 00:10:01,596
let me say this.

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00:10:02,264 --> 00:10:05,768
I don't actually believe that there's
a way to make an educational app

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00:10:05,809 --> 00:10:09,980
be as engaging as something like TikTok
or Instagram or mobile games.

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00:10:11,023 --> 00:10:12,399
But the good news is that --

243
00:10:12,399 --> 00:10:14,610
And by the way, the reason
I don't believe that

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00:10:14,652 --> 00:10:17,363
is because ultimately you have
to teach people something.

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00:10:17,363 --> 00:10:20,074
And it's hard to compete with,
like, cats and celebrities.

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00:10:20,073 --> 00:10:22,617
But the good news is
that I don't think you have to.

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See, here's the thing.

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00:10:23,870 --> 00:10:26,621
When you're learning something,
you get meaning out of it.

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Whereas when you're scrolling
for two hours on Instagram,

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a lot of times afterwards, you feel
like you just wasted your time.

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So I think it's actually OK
if your educational product

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is only 80 or 90 percent as engaging
as something like TikTok,

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because the other 10 or 20 percent

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will be provided
by people's internal motivation,

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though of course, not much more than that.

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This is really a key point.

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If we want to get people
to do something meaningful,

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you can use the same techniques
that apps like social media use

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to get people to do it.

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And even if you're not as engaging
as those apps are,

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you can still get hundreds of millions
of people to use your product.

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In the case of Duolingo, for example,

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there are more people learning languages
on Duolingo in the United States

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than there are people learning languages
across all US high schools combined.

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(Applause)

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And this is true
in most countries in the world.

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My hope is that -- I know
we can do this, but, you know,

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my hope is that as humanity,

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we can do what Duolingo has done
for learning languages

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but for all other subjects.

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Where we can get people
to learn math with mobile phones,

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like millions of people to learn
math with mobile phones

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or physics or whatever.

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I hope for a future in which
screen time is not a bad thing,

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in which we can deliver high-quality
education to everyone, rich or poor,

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using a mobile phone.

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But the single most important thing
that I can end this talk with,

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is a reminder to please,
pretty please, I beg you,

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do your language lessons today.

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Thank you very much.

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(Laughter)

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Thank you.

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(Applause)

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Helen Walters: Luis, thank you so much.

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I wonder if you can just say
a little bit more about that last point,

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how do you think you can apply
this type of thinking

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to other subjects?

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So you mentioned math,
and things like that.

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How do you do that?

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Luis von Ahn: I think in particular,

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subjects that are learned
through repetition

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and it turns out most things
that are kind of really meaningful

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are learned through
thousands of repetitions.

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You learn to read through repetition,

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you learn elementary school math
through repetition.

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Most things that you can learn
through repetition,

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you can actually gamify
and turn into something like Duolingo,

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where people just
do it a lot and do it fun.

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It's a little harder for things
like explanations.

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That probably is going to require
some really good videos.

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Sal Khan is doing a really
good job with that.

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But for things that require
a lot of repetition,

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I think we can use the same methods.

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(Applause)