Kristina Strimaitė, Marketing Director at Hostinger, believes that artificial intelligence will not lead to job cuts, but rather displace those who refuse to engage with the technology. In an extensive interview with Shraddha Sharma, founder and CEO of YourStory and The Bharat Project, she stated: 'I don't think AI will replace people, but it will replace people who are not curious and who do not use it in any way.'
Company Growth Story
The interview also covered the journey of the Lithuania-based company—a country rarely mentioned among global startup hubs—which built a web platform serving over 150 countries without venture capital funding. Hostinger was founded in Kaunas in 2004 as a web hosting provider and later transformed into a platform for creating and managing online businesses, centering its operations around an AI website builder and business tools. The company ended 2025 with revenue of €275.4 million, a 51% increase from the previous year, marking the fourth consecutive year of growth above 50%. India is the largest market by active user count, surpassing Brazil, Indonesia, and the United States.
Globalization and Self-Funding
When Shraddha asked what allowed the company to scale from Lithuania, Strimaitė openly discussed the factor that defined their ambition. 'We became global because we had no other choice. Our market was very small, so we could either remain a small local company or go global,' she noted. She compared Vilnius to early Silicon Valley, pointing to the tech community that held over 400 knowledge-sharing sessions last year, where companies openly discussed scaling lessons, failures, and customer interactions.
Regarding building a business without large funding rounds, Strimaitė asserted that maintaining bootstrap status sends a signal to customers, not investors. 'We treat our company's money as our own. We do not engage in reckless behavior,' she said, adding that every marketing employee is expected to understand that every dollar invested must return to the company's bank account. She cited a recent example where, after more than 100 interviews with real customers at the beginning of the quarter, the company concluded its strategy was flawed and quickly adjusted it—flexibility that, in her opinion, is often lacking in funded companies with rigid plans.
The Era of Solopreneurs
A significant part of the conversation focused on the rise of solopreneurship, a trend Shraddha has observed in India. Strimaitė believes this shift will only accelerate. She reported that launching a business, which used to take weeks or months, can now happen with just one request. More complex work has moved down the chain: traffic acquisition, profitability maintenance, and operations management, often utilizing AI as supplementary labor that small teams lack.
She shared an example of a student she mentored who created a working tool for automated test grading in two days—a product now used by four teachers at her school. 'In my early days, it would take me a couple of weeks, if not months. Now we can do it in a couple of days,' she said. When her team of 140 marketers across countries including India, Brazil, and Indonesia was asked how she uses AI within her marketing department, Strimaitė pointed to a culture shaped by an AI-focused product organization. Her creative team produced the company's first fully AI-generated television commercials, including voiceovers and music, which aired in several countries over a couple of months.
AI as a Decision-Making Assistant
Beyond content creation, she noted that AI has transitioned from an operational tool to a decision-making assistant. Large volumes of marketing data, which previously required hours of chart analysis, are now summarized quickly, allowing for faster decisions regarding brand spending, digital channels, and performance. Curiosity, she emphasized, is the entry ticket. Since the product is AI-centric, marketers must deeply understand it to sell it authentically.
Strimaitė also discussed her own evolution as a leader, noting that the current CEO, Giedrius Zakaitis, appointed in June 2026 to lead the company's AI-focused strategy, prompted her to move from a hands-on style to what she calls quiet leadership. Her practical takeaway: do not fear silent pauses in meetings, as that is when teams begin to speak. For founders, her advice boils down to three principles: solve a real problem, refuse to limit oneself to a small domestic market, and delegate operational tasks to AI so time can be directed toward customers and the product. As solopreneurs multiply in India and beyond, her final conviction may prove the most enduring: technology will continue to compress what once took months into days, but direct, personal contact with customers, in her view, is something AI will never replace.