In the rapidly evolving world of technology and innovation, we’ve become used to hearing about unicorns – startups valued at more than USD 1 billion. These success stories usually involve visionaries, large teams of talented people, and years of hard work. But now, the world is beginning to discuss a new phenomenon – a unicorn founded and run by just one person. While this idea may sound controversial, it is a highly likely future powered by human creativity and artificial intelligence, says Romanas Zontovičius, Head of the Innovation Agency’s “AI Hub.”

The topic of one-person, billion-dollar startups will be discussed at the “Startup Fair” event, organized by the Innovation Agency’s “Startup Lithuania,” taking place on October 9.

Science Catches Up With Fiction

The term “one-person unicorn” first appeared in the media in early 2024 and gained traction through discussions about the potential of artificial intelligence. “OpenAI founder Sam Altman predicted that AI would pave the way for a new startup reality – soon we’ll see a unicorn built by just ten people, and it’s only a matter of time before a billion-dollar company emerges managed by one person,” explains Zontovičius.

When such a unicorn will appear remains to be seen, but it is no longer science fiction. According to the Innovation Agency expert, this is a case of science catching up with fiction: “For decades, the main limiting factor for any idea was execution, which required human resources – teams to handle programming, marketing, sales, customer service, finance, and countless other tasks.”

Now, we are witnessing a radical consolidation of this workforce, powered by AI, says Zontovičius. Armed with advanced AI systems, no-code platforms, and a global freelance network, a single individual can create, promote, and scale a product at a speed unimaginable just a few years ago.

According to him, technology is fundamentally reshaping traditional business routines: “Need a logo? AI can generate a hundred variations in seconds. Need complex code written? AI can act as your programmer. Want to run a global ad campaign? You can automate it with tools that learn and optimize on their own.”

Zontovičius emphasizes that today’s solo entrepreneur is far from alone. They can rely on automated systems and AI. However, this only makes vision, taste, and critical thinking even more important.

“Today, AI can act as your co-founder, your marketing team, or a 24/7 customer service agent. So, is a one-person unicorn realistic? We are on the verge of inevitability. A ten-person unicorn already exists. Soon we’ll see ones built by just five people, then one, and eventually – none at all.

We are already seeing decentralized autonomous organizations emerge. The logical next step is to imagine an advanced AI powered by large language models that identifies market needs, writes its own code, deploys itself in decentralized cloud infrastructure, markets itself on social media, and generates revenue without human intervention. A fully autonomous, self-sustaining, zero-person company. We need to be prepared for such a future,” says the Innovation Agency expert.

Does the World Need One-Person Unicorns?

The possible rise of one-person unicorns in the near future raises not only technical but also philosophical questions. Does the fact that billion-dollar, one-person companies could exist mean that they should?

“This future phenomenon sparks mixed reflections. On the one hand, it represents the ultimate democratization of entrepreneurship. Theoretically, anyone anywhere in the world could create massive value without needing venture capital or an existing network. On the other hand, it raises difficult questions about wealth concentration and social value. A traditional company employs thousands of people, distributing prosperity through salaries and benefits, creating a micro-economy around itself,” says Zontovičius.

But what would a one-person unicorn contribute to society’s well-being? According to him, while innovation is highly valued, we must ask – what happens if, in a technology-driven world, value creation becomes concentrated in the hands of a few highly efficient individuals? It sounds paradoxical – a technology designed to connect everyone might empower one person to the point of complete economic isolation.

Success Awaits Those Who Create Their Own Rules

Founders of large, successful, life-changing businesses are already exceptional, notes Zontovičius – but solo founders are even rarer and more intriguing.

“Thinking about solo creators brings up the case of the restaurant ‘Chez Panisse,’ which became a symbol of open innovation and is now studied in top business schools worldwide. It was founded in Berkeley, California, in 1971 by chef and food activist Alice Waters. With no formal training in culinary arts or business management, she built her business intuitively. Instead of following the rules, she created an environment where she herself would enjoy spending time and served food that matched her ideal – uncompromisingly fresh and delicious,” explains Zontovičius.

According to him, Waters built her business entirely on her own terms, and creating outside the textbook rules has always been – and will always be – a privilege: “Authenticity and courage bring incredible success to some. I believe the same principle will apply to one-person unicorns – success will come to those who, stepping out of the traditional ‘rat race,’ create their own rules.”

Learn more about startups, unicorns, and the future of technology at Lithuania’s largest startup event, “Startup Fair,” on October 9. The event is organized by the Innovation Agency’s “Startup Lithuania” and is sponsored by SEB Bank. More information: https://www.startupfair.lt/