Authors: Huyen Dang, Thu Trinh, Thị Tran, G.A. Barysheva, S.A. Zhironkin

Title of the article: AI-enabled language learning experiences and user retention in the knowledge economy: evidence from Duolingo in Vietnam

Year: 2026, Issue: 2, Pages: 47-57

Branch of knowledge: 5.2.3 Regional and sectoral economics

Index UDK: 338.49

DOI: 10.26730/2587-5574-2026-2-47-57

Abstract: With rapid technological advancements, artificial intelligence (AI) has become a key driver of the digital transformation of education in the knowledge economy. AI-enabled language learning platforms like Duolingo have gained widespread adoption due to their ability to deliver personalized content, provide automated feedback, and incorporate gamification mechanisms, which enhance learner motivation. In Vietnam, the growing demand for English learning has accelerated the adoption of AI-powered apps as a viable alternative to traditional language centers. This study examines the impact of personalization, gamification, and AI-powered automated feedback on user retention and repurchase intention. Using both qualitative and quantitative research methods on a sample of 155 Duolingo users in Hanoi, the results show that immersion, social interaction, and a sense of achievement significantly enhance brand engagement. Brand engagement, in turn, contributes to user satisfaction, trust, and intention to continue using the app. These results indicate that personalized and engaging learning experiences using AI are critical factors in user retention

Key words: knowledge economy AI-enabled learning digital competences gamification repurchase intention Duolingo

Receiving date: 03.02.2026

Approval date: 04.04.2026

Publication date: 11.06.2026

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