IB Business and Management IA example: To what extent will Duolingo’s implementation of artificial intelligence (AI) increase its growth in the educational technology market?

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Research question

Business and Management-HL

Grade

6

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Session

May 2026

Current Syllabus

Examiner's summary

Criterion A

4/5

The student has successfully identified change as the key concept in their Internal Assessment (IA), clearly indicating it on the title page. The research question focuses on the future implications of Duolingo's use of artificial intelligence in the educational technology market, demonstrating a forward-looking perspective. The IA is centered around Duolingo, providing relevant background information and outlining the issue of its AI-first strategy, while also discussing its potential impact on growth. However, the student did not include a separate methodology section explaining the analytical tools used and their relevance, which is necessary for a comprehensive understanding of the investigation. Overall, the connection between the key concept of change and Duolingo's strategies is well described and analyzed throughout the IA.

Criterion B

4/4

The student includes five supporting documents in their IA, all of which are contemporary, published between 2023 and 2025. Each document is clearly labeled, making it easy to follow the references, and they are relevant and sufficiently in-depth, providing valuable insights into Duolingo's AI strategies and market growth. The student highlights pertinent parts of each document that relate directly to their IA, effectively supporting their analysis. Additionally, the documents present a range of ideas and views on the topic, and the student assesses the validity and reliability of the sources, acknowledging potential biases.