In a recent Q&A with CIJ EUROPE, Steve Toy, CEO of Memrise, discussed how the company is reshaping language learning through AI-driven tools, immersive video, and personalized study paths. He also outlined Memrise’s evolving approach to community-created content, its decision to remain focused on language learning, and the early impact of its latest AI integrations.
Q: How are the new features – like AI chatbots, immersive video, wordlists, and “My Journey” – enhancing learners’ ability to speak confidently in real life?
“Our new features work together to mirror the natural immersion experience that occurs when someone moves to a foreign country – but in a structured, accessible way through technology,” Toy explained.
He highlighted the role of AI-driven chatbots, powered by Memrise’s “Membot” technology, which provide “batting practice” for conversations. Learners can rehearse ordering coffee, asking for directions, or even handling job interviews in a low-pressure environment. “This builds the confidence muscle that’s essential for real-world communication,” he said.
The addition of immersive video content featuring native speakers bridges the gap between memorizing vocabulary and recognizing natural speech patterns. Wordlists allow users to prioritize the vocabulary most relevant to their goals, such as business or travel, instead of following a generic curriculum. Finally, the “My Journey” feature gives learners a sense of progression across Memrise’s three pillars: Learn, Immerse, and Communicate.
“Together, these features create what one could call a structured immersion,” Toy noted. “It’s like being dropped into a foreign country, but with the safety net and progression that technology can provide.”
Q: Why has Memrise shifted emphasis away from community-created courses toward official curated content?
According to Toy, the change is a technical and pedagogical necessity. “To deliver truly personalized, AI-powered language learning, we need a standardized, high-quality dictionary as the foundation,” he said. Community-created courses, though valuable, often lack consistent audio, grammar data, and semantic links, limiting what AI-driven features can offer.
That doesn’t mean community content is gone. Toy described a future integration where user-created word lists will be mapped to Memrise’s standardized dictionaries. “Think of it as building the infrastructure first, then reconnecting the community,” he explained. “A community course about medical Spanish, for example, will soon benefit from our full suite of AI tutors, immersive videos, and adaptive algorithms.”
Q: Could Memrise’s adaptive AI methodology expand into other subject areas?
Toy was clear: not in the near term. “Language learning represents a unique pedagogical challenge that maps perfectly to our expertise and methodology. We’re language learning experts, not generalist educators,” he said.
He contrasted Memrise’s approach with competitors. “Compare this to Duolingo, which prioritizes engagement and gamification over domain-specific pedagogy. They can expand across subjects because their model is content-agnostic. We’ve chosen the opposite path – we prioritize learning efficacy over broad applicability.”
While acknowledging that the company’s AI infrastructure could theoretically support other domains, Toy said this would only happen if Memrise could bring the same level of subject expertise to ensure results.
Q: How has AI integration – chatbots, YouTube content, immersive lessons – impacted user engagement?
“The impact has been remarkable,” Toy said. Since launching Memrise Connect, the company has recorded its highest retention rates in years, both for new and existing users.
Although long-term outcome data takes time to measure, Toy said early signs are promising. “Engagement patterns are extremely positive, and our early cohort data suggests significantly improved progression rates.”
