Close
“Regarding AI, the next 2 years will be critical. I’d even compare this period to the time when home computers and internet connections became standard. Yes, AI still makes tons of mistakes but, in my view, businesses that aren't seeking AI solutions now will become irrelevant within 2 years – they’ll be outcompeted. AI will change our daily lives, and I’d like to believe we’ll have more free time as a result. Regardless, today it’s imperative for each of us and for Lithuania to stay vigilant as AI continues to rise – we must focus and streamline AI-related processes to maintain momentum and become a competitive market player capable of directing this potential in the right direction,” M. Laukaitė said at the start of our conversation about important growth opportunities for all businesses.
– Before we begin, is there anything our readers should know about Wix?
– What impressed me most when I first met the founders was the meaning behind their work – the product they were building was changing people's lives. I also had some wonderful early conversations with users who said things like: “I'm a cactus grower. I built a website and became No. 1 in the region. You helped me grow my family business.” Working alongside my team, I have the same opportunity to continue developing a product that empowers people to realise their potential and grow their businesses online. Another important reason I decided to join was the company's internal culture, which keeps employee growth front and center. I still remember one piece of advice someone gave me: “Given the market uncertainty and rapid product evolution, you must find people you'd want to climb the mountains that await you.” At the time, the idea that every employee matters was virtually non-existent. Living in constant change and having the freedom to shape it has transformed me as a person. I learned to be empathetic, to truly see others, to foster growth in those around me, to understand products correctly, to let go of my mistakes, and to continuously pursue new ideas. Sometimes, it's true, you pour your heart into something and it still doesn't work out. In such cases, you must let it go and move forward.
Today, Wix is a SaaS platform that allows individuals, agencies, and companies to manage and develop their digital presence. In business terms – we provide a comprehensive range of business solutions, e-commerce functionality, and SEO and marketing tools that enable users to develop their brands, manage their data, and build relationships with clients. We have over 280 million users in 190 countries. Interestingly, even though we're based in Lithuania, Wix isn't focused on applying its products locally, as our domestic market is simply too small.
– What role does Vilnius play in Wix's success story today? What new products or teams will shortly appear in the Vilnius branch?
– A team member from abroad came to our Lithuanian office some time ago and suggested a meeting for those who've been working in the Vilnius branch for about 10 years. There were fewer than 50 of us at the time. I sent out 30 dinner invitations. To be frank, I was surprised by the percentage of people who have found ways to fulfill themselves within the company – they wouldn't still be here otherwise.
Speaking of Lithuania's unique DNA, it’s home to many intelligent people. For me, it's important to find those who thrive in volatile environments, don't shy away from responsibility, and are driven to achieve more. I can say without hesitation that over the past 12 years, I've managed to build teams where Lithuanians finally started believing in themselves and recognising that we're capable of creating excellent products used around the world.
Today, Lithuanian teams, which operate independently from other branches, are responsible for key decisions and AI-based features like Wix Blog, Events, and others. We recently launched Wixel – a standalone, AI-driven visual design platform that allows anyone to create high-quality creative solutions. A Lithuanian team was part of this project. In fact, 80% of our employees in Lithuania are now focused on AI. We're witnessing a huge transformation affecting multiple domains – from online user experience to workflow optimisation. We are, of course, aware of this technology's limitations (quality issues, hallucinations, mistakes), yet it's clearly the future. Since AI doesn't seem likely to replace human creatives anytime soon, we plan to open a new design center in our Vilnius branch. Called Design Studio, it will be part of Wix's global design guild, which consists of over 300 designers worldwide who specialise in different areas. We'll start by searching for a suitable director to lead it.
– You touched on a fascinating topic. Do you have any important messages for people who are now considering a career in tech, in startups?
– Just the other day I had a discussion with a colleague and we agreed that the future belongs to full-stack developers – when you have a broad range of knowledge, it’s not so easy to replace you. For future generations, people should aspire to have at least two skills, for example, being both a designer and product manager. Knowing how to integrate complex solutions is an irreplaceable skill. Specialists who can see and understand situations from a broader, deeper perspective are worth their weight in gold to any business.
At the same time, it's probably important to manage your expectations upfront – when you're seeking a thriving career in a field as dynamic as tech, achieving good work-life balance is very difficult. For this reason, I prefer the philosophy of work-life blend instead. If you want something accomplished, you must actually do it rather than expect results to materialize on their own. No one owes you anything, so if you have a goal – work toward it while seeking compromises.
– What could encourage more talent to choose work in tech today?
– Without wanting to scare away students, I do think that AI will replace many entry-level jobs, making it crucial for businesses to dedicate time to nurturing future talent. We recently completed selection for a new internship program. We wanted to hire 25 people and received 1,000 applications. In Lithuania, there are tons of motivated people born after 2000. They have a genuine desire to work and create, but lack certain fundamentals – we're failing to get them into schools and universities. There are some changes happening, but they should be occurring 100 times faster, especially in the regions. Maybe this could be an important message to tech professionals – go to the regions, talk to people there, and share your expertise. This would make a difference, even if small. Lithuania also ranks unusually low in terms of women in tech. For this reason, we recently implemented a program for women from different companies, aimed at helping them become business leaders and advance their careers both horizontally and vertically.
– What are you currently focusing on in terms of soft skills? What is good leadership for you – how do you define it?
– Fundamentally, I believe that if you're motivated, you can learn anything. Especially today. After all, new technologies are changing people's habits. They want good work environments, but even more so – environments that foster growth. As a leader, you're responsible for creating the conditions your team needs to succeed. For me, the key aspect is accountability. It's also crucial to be straightforward – if something's wrong, say it immediately, don't sweep it under the rug. Teams want only two things from their leaders – accessibility and help making decisions.
Perhaps the most important principle I hold is striving for the best result my team and I can achieve under the given circumstances. It's also essential to speak directly and openly, and to hear the truth without letting emotions take over (difficult as that may be). You must also express, simply and clearly, what you actually think, not what people expect to hear – this, too, is an important principle.
– In your view, what is the most important thing when it comes to building a tech startup today? What should people focus on most if their goal is success, growth, and effectiveness?
– This depends on which stage a given person, project, or business is currently in. In my opinion, it's very important not to spend too much time on a single problem and to be ready to make key decisions. I'd say that a quick decision is better than no decision at all. Your vision and mission – the cornerstones of your success – must be backed by consistent effort. I believe we can learn many lessons from our Israeli colleagues – fighting for your idea, being candid, and reversing course when you see that you're on the wrong path. There's no need to wait until you're completely certain the decision isn't working.
– What is needed for there to be more global product teams in Lithuania? What practices from other countries would be worthwhile to apply here?
– I think the biggest challenge in the coming years will be uncertainty due to AI. Being a small country, if we want to be competitive, we must strive to create an environment that supports startups and tech companies. Personally, I'm very impressed by Portugal's tech business-friendly tax system, which includes significant tax reductions during a company's first year. Taking Israel as an example, the core of its startup founders and talent active today developed in military units – mandatory, universal military service is critically important there. Lithuania lacks the courage to make changes and decisions that might be inconvenient in the short term but would undoubtedly pay off in the future.
– Do you have any advice for Lithuania? What would increase the number of startups and unicorns here, making it the best country in the world for them?
– Lithuania is rich in talented people. I think that if we properly navigate the technological changes brought by AI, we'll be able to cultivate plenty of unicorns. If I were allowed to participate in designing school and university curricula, I'd integrate AI into everything. We must invest in our children, their education and technology. The future will belong to those who learn to harness AI – those for whom AI becomes not just work, but also a passion.
