The private sector language learning industry has long been at the forefront of offering personalised on-site, online or hybrid language classes. “AI in language learning – complement, not replacement” is a recent promotional slogan adopted by one of the largest global language learning corporations. The current integration of AI in language learning programmes via chatbots, videos or real-life like tutors is radically transforming the product portfolio to add “a self-paced”, “more efficient” and “immersive” learning process. This move also transforms the ways conventional human-centric language learning and teaching is imagined and visibly changed by powerful language corporations.

Informed by a critical discursive and sociolinguistic approach, this paper explores the under-researched promotional discourses and practices of private language learning corporations regarding their integration of AI applications. I will first review studies that have examined the integration of AI applications into language teaching and learning in international education companies. This will be followed by a review of popular AI enhanced corporate language learning programmes currently offered. I will then provide a critical analysis of circulating discourses and practices adopted by education companies regarding “complementing or replacement”, based on web-based materials and media debates.

The following key questions drive this exploratory investigation: what are the promotional discourses of integrating AI in corporate language learning programmes? Which AI-supported teaching methodologies are developed and promoted, and to which end?
In light of these questions, this research aims to contribute new scholarship to applied linguistics and (gen)AI and open much needed discussions about the ways AI technology may ethically and sustainably complement, or indeed gradually replace, human-centric language teaching and learning.