Hostinger's Auksė Žirgulė on Adapting Customer Experience to AI Expectations

Hostinger's Vice President of Product, Auksė Žirgulė, recently addressed the transformative impact of artificial intelligence (AI) on customer experience during a fireside chat at TechSparks 2026. Her insights highlight a critical shift in how businesses must adapt to evolving customer expectations in an increasingly automated environment. As AI tools democratize website creation and reduce technical barriers, companies face a new landscape where innovation and experimentation are essential for success.

Žirgulė emphasized that the nature of customer inquiries has evolved significantly. Businesses are no longer merely focused on product development; they are now grappling with complex strategic questions about market saturation and customer acquisition. This shift indicates that customers are seeking deeper engagement and more sophisticated solutions, reflecting a broader trend in the market where differentiation is becoming increasingly challenging.

As AI simplifies the technical aspects of product development, the importance of understanding customer needs and the problems being addressed cannot be overstated. Žirgulė pointed out that while anyone can build a product, the real challenge lies in identifying the specific issues that need solving. This perspective aligns with the broader market dynamics where innovation is not just about creating new features but about delivering exceptional customer experiences. She cited Apple as a prime example, noting that the company did not invent the smartphone but rather redefined the user experience, illustrating that success often hinges on how well a product meets customer needs.

Despite the rise of AI, Žirgulė underscored the irreplaceable role of founders in guiding their companies. While AI may assist in decision-making, the ultimate responsibility for understanding customer dynamics and exercising product judgment remains with human leaders. This insight is particularly relevant as businesses navigate the balance between leveraging AI capabilities and maintaining a human touch in leadership and strategic direction.

The conversation also touched on the implications of rapid product development facilitated by AI. While tools can generate websites and software quickly, Žirgulė cautioned that speed should not come at the expense of quality. Founders must ensure that their offerings not only meet basic functionality but also align with market expectations for user experience. As more individuals gain access to AI-driven tools, the bar for quality and user satisfaction will inevitably rise, compelling companies to continuously innovate and refine their products.

Moreover, with the increasing prevalence of AI in business workflows, Žirgulė highlighted the need for careful oversight. As AI systems begin to make independent decisions, businesses must implement robust testing and quality assurance protocols to ensure desired outcomes. This approach will be crucial as companies strive to harness AI's potential while mitigating risks associated with its deployment.

Hostinger, founded in 2004 and serving 4.6 million clients globally, exemplifies the challenges and opportunities presented by this evolving landscape. As the company continues to expand its offerings in web hosting and domain services, it must remain vigilant to the shifting expectations of its customer base.

Looking ahead, businesses must embrace a culture of experimentation and agility to thrive in this AI-driven era. The ability to adapt quickly to changing customer demands and to innovate continuously will distinguish successful companies from their competitors. As AI tools become more prevalent, organizations that prioritize understanding customer needs and delivering exceptional experiences will likely capture greater market share and foster long-term loyalty. The future will belong to those who not only leverage technology but also maintain a keen focus on the human elements of business.