Kelly Lilles (ALPA Kids): “Language is identity – AI should speak every child’s language.”

On International Women’s Day, we’re highlighting the women shaping the future of Estonia’s startup ecosystem.

This time, we spoke with Kelly Lilles, co-founder of ALPA Kids, an Estonian edtech startup helping young children learn through meaningful digital experiences. ALPA Kids develops educational games designed to support children’s language, logic and confidence through calm, structured play.

As Estonia prepares for initiatives such as AI Leap 2025, Kelly shared her perspective on how digital tools and artificial intelligence can truly support children’s development – especially in smaller European languages.

As Estonia prepares to launch the AI Leap 2025 programme and technology becomes increasingly present in education, how can digital tools be truly useful for young children – not just engaging, but developmentally meaningful?

Estonia has always been courageous in digital innovation, and AI Leap 2025 is an important step forward. But in early childhood education, the real question is not how advanced the AI is – it’s whether it truly supports development.

For children aged 3–8, learning is deeply connected to language. And here we face a European challenge: most AI tools are primarily built around dominant global languages. Smaller European languages, like Estonian, risk being underrepresented.

That is why at ALPA Kids we have started building what we call the ALPA Voice Lab. In simple terms, it focuses on developing speech-based learning tools in children’s native languages – so that AI doesn’t just “speak English”, but understands and supports children in Estonian, Polish, Lithuanian and beyond.

Language is identity. When AI tools reflect a child’s own linguistic and cultural environment, learning becomes safer and more meaningful.

For us, AI should not increase screen time. It should quietly personalise learning paths, support speech development, and give teachers better insight, especially in smaller European languages that deserve equal technological attention.

If AI Leap 2025 helps Europe strengthen its own language technologies, then it becomes not just an innovation programme, but an investment in cultural and educational resilience.

ALPA Kids has reached children across different countries and cultures. In practical terms, how does your work support children and parents in everyday life?

In everyday life, parents are not looking for “EdTech”. They are looking for peace of mind.

Today, ALPA Kids supports over 500 educational institutions and 120,000 home users each month, with people from 170 countries having downloaded the app. We offer content in 15 languages, carefully localised to match each country’s curriculum and cultural context.

But what matters most is how this feels at home.

Teachers often tell us they value that our games are calm and structured without overstimulation or addictive loops. We help to prepare children for school and everyday life through play. Parents appreciate that they can hand over a device without guilt, knowing the content is educational and safe.

For children, this means:
• practising maths, language and logic through play
• hearing and using their own language
• building confidence step by step

For families living abroad, it often also becomes a way to maintain their mother tongue and cultural connection.

In practical terms, we turn screen time into meaningful learning time across borders and cultures.

On International Women’s Day, as we celebrate female entrepreneurs, what words of encouragement would you offer to women thinking about starting their own business in Estonia?

Estonia is one of the best places in the world to start a company. The digital infrastructure works, the ecosystem is supportive, and ambition is encouraged.

But starting a business is not about being fearless. It is about being willing to learn publicly.

I do not think of myself as a “female entrepreneur”, just as an “entrepreneur and a researcher” as with this differentiation we build even taller walls. To everyone considering entrepreneurship, I would say:

You do not need to have all the answers before you begin. You need clarity of purpose and the willingness to iterate. Build something meaningful. Surround yourself with people who challenge you. Ask for help. Move fast, but stay ethical. And perhaps most importantly – do not try to copy someone else’s leadership style. Build in a way that reflects your values.

If you feel the pull to build, just start. You will grow into the role.

About ALPA Kids

ALPA Kids is an Estonian edtech startup developing educational games for children aged 3–8. The platform supports language, maths and logical thinking through play while prioritising calm and developmentally appropriate digital experiences. Today, ALPA Kids reaches children and families across the world with content available in 15 languages.