From Zero to 17 Million Users: Inside the Ukrainian EdTech Success Story (Expert Talks)

AI in language learning isn’t just about smarter algorithms anymore. It’s about building tools that feel like someone’s got your back while you stumble through irregular verbs. Recently, we had a fantastic chat with Kate Borovska, CMO at Promova, a global language learning platform trusted by 17 million users.

The platform was recently named to TIME magazine’s World's Top EdTech Rising Stars of 2025 — a shortlist of 15 companies worldwide, selected in partnership with Statista, and recognized for rapid growth and bold innovation in the education space. This marks the second major international recognition for Promova this year. In March, the company was featured on Fast Company magazine’s Most Innovative Companies of 2025 list.

In Retention Podcast #55, Kate shared her career story, what’s actually changing in language learning with AI, the not-so-glamorous side of gamification, and what it takes to build a learning experience that holds up outside the app.

Here are the highlights from that conversation.

Kate’s Journey to Promova and What’s Changed Since

After years of working with global markets, Kate started feeling this pull to do something with her background that supported a Ukrainian product. Something real, something she could help bring to the world.

The thing is, she’d been so focused on the U.S. market, she hadn’t really been keeping up with what was happening back home. So when she saw Promova looking for a Chief Operating Officer, it was kind of random. She didn’t know much about Promova, or Genesis, the company behind it. It wasn’t like she had some dream company in mind. She was just looking for a product (and a team) that felt like the right fit.

And she found that fit fast. After a few conversations with Promova’s CEO Andrii Skrypnyk, it clicked. Same energy, same mindset. Kate was especially drawn to the fact that Promova wasn’t trying to hide its Ukrainian roots. They were owning it, rebranding with a message that basically said: “We’re from Ukraine.” That ambition, that openness — it fired her up.

Fast forward two years, and things look very different. The team’s grown. A lot of processes have been rebuilt from the ground up. Kate says Promova today isn’t even comparable to what it was when she joined. 

And where is it headed? “Absolute rocketship,” as she puts it.

Smarter Tools, Human Lessons

Language learning apps aren’t just about memorizing words anymore. They’re turning into full-on communication trainers. From AI roleplay to live sessions with real tutors, the shift is clear: people learn better when they’re actively engaged.

Talking to a smart assistant or joining a group session feels more natural than flashcards. And the variety matters too. Some days you want structure, other days just a quick conversation. The best tools now offer both, letting people switch it up based on how they feel, not just what the curriculum says.

What really makes this work is the mindset behind the product. Teams aren’t building once and hoping for the best — they’re constantly testing, tweaking, and throwing out what doesn’t land.

They treat features like experiments, not fixed ideas.

Add to that the people behind the scenes — educators, not just developers — who track global learning trends and rebuild content with intention.

AI Prompts: Sketches, Not Magic Wands

AI prompts are often misunderstood as instant solutions when they’re really just starting points. Instead of delivering fully-formed results, they offer a rough outline. This is useful for exploring ideas quickly, but rarely final. The real value isn’t in perfection, but in speed and variety.

Think of them like creative sketchpads: great for generating directions, testing possibilities, or breaking through a block. But they still need a human to shape, refine, and make sense of the output. When expectations are set right, prompts become a powerful part of the creative process — not a shortcut, but a tool for working smarter.

Marketing Without the Mess

AI has changed how marketing teams work—not by replacing them, but by trimming the time spent on routine stuff. Reporting, content drafts, and data wrangling now take minutes instead of hours. 

The result? More headspace for creative thinking, quicker turnarounds, and room to test bold ideas without burning out on manual work. It’s less about doing everything and more about doing the right things, faster.

Talk Like a Human (Not a Textbook)

In language learning, AI is talking to you, not writing for you. One of the most useful things it does is help people practice everyday conversations through roleplay. Think casual small talk, airport check-ins, or that weirdly specific moment when you’re pulled over by the police (yep, that’s a real example).

And no, you’re not stuck saying “My bear drinks milk.” With AI roleplay, learners get to use real vocabulary in real scenarios. Want to talk about your pet zebra named Chu-Chu? Go for it. The AI won’t blink. It's not about memorizing words — it's about using them like a normal person. You know, one with a zebra.

Learning That Actually Sticks

Memorizing a bunch of random words rarely works. People need structure and context. That’s why Promova’s team focuses on logical associations and memory-building techniques that go beyond flashcards. You remember words better when they make sense together.

Instead of tossing learners strange sentences, Promova builds content with intent. You won’t find “My bear drinks milk” here (unless you ask nicely). All visuals, videos, and vocabulary are carefully designed by real humans, not AI, at least not for the learning part. The idea is to build bridges between cultures, not just streaks on a dashboard.

English Isn’t Everything (And That’s a Good Thing)

Yes, English is the global language of business. But that doesn’t mean local languages are going extinct. Look at Ireland: Gaelic was nearly forgotten, and now kids are using it to whisper secrets their parents can’t understand. Talk about a language comeback.

Globalization hasn’t erased culture; it’s just made us more curious. People still want to connect in each other’s native tongues — whether for work, marriage, or just a better vacation. And while AI can translate pretty well, it can’t match the feeling of being understood by another person. That’s where language learning stays essential — and where AI can lend a hand, not steal the spotlight.

Classrooms, Chaos, and the Case for EdTech

Promova already works with B2B clients, but what about schools? The future might include kids using the app during English class, and not just to stall homework. With tech evolving fast, ignoring AI in education isn’t an option anymore. Even in countries like Ukraine, where learning has been disrupted by COVID and war, there’s a growing need to reimagine education.

Israel is a great model here. Despite years of instability, they’ve leaned into teaching soft skills and tech early on. It’s helped them become a startup powerhouse. For Ukraine, it’s also about being globally competitive – not just in tech, but in human potential. And that starts with the way we teach.

Should Promova Build Something for Kids?

A lot of people ask whether Promova should make a version for children. It’s tempting, especially when you hear stories about four-year-olds learning the alphabet because the letters were shiny and fun. But here’s the tricky part: kids are hard to motivate, and most solutions today rely on heavy gamification.

Promova’s team isn’t against games, but they’re not fans of apps that make collecting sparkles the whole point. Sure, learning should be fun. But it also needs to be meaningful. Otherwise, you end up with impressive dashboards… and not much else. (“Congratulations, you’ve collected 300 stars — but can you order coffee in English?”)

Gamification: Where to Draw the Line

The Promova team has a clear policy: no gimmicks just to chase retention metrics. Yes, you can build loyalty with streaks and badges. But if they don’t help people learn, what’s the point? That’s why Promova puts people, not points, at the center of their product.

Their content is built by specialists, not generated by AI. At least, not yet. While AI does help with marketing and testing, all learning material is still crafted by real humans. That might change someday, with moderation and quality control. But the goal isn’t to cut costs. It’s to make learning better. If AI can help with that, great. If not, well, we’ll keep relying on our (very smart) content team for now.

One Last Thing...

After talking with Kate and hearing what the team’s been building, one thing’s clear: language learning doesn’t have to feel like a chore. With the right tools and the right people behind them, it can actually be something you enjoy.

And sure, we all have excuses not to start. “Too busy.” “Maybe next month.” “Do I really need French if I’m not moving to Paris?” But when learning feels this intuitive and human, it gets harder to justify putting it off. At some point, even the best excuses run out.