Taking products and teams further in the AI era. 🎯

AI-native product leadership. Hands-on training and consulting for teams working with AI. Mentoring and training for the people doing the work - whether that’s a product team, a team of accountants, or a PM figuring out what comes next.

Start with a Free Intro Call

Check out the Blog

No need to dwell on it too long - just ask us and let's see 🙌

No need to dwell on it too long -

just ask us and let's see 🙌

Some of our customers and partners:

WHAT I DO

Product. Team. You.

I help companies build AI-era products, bring AI into how their product and development teams work, and mentor the people leading that change. Whether you need a fractional CPO who builds with the newest tools, a structured approach to working AI-native across product and engineering, or a mentor who has done this in deeptech, healthtech and AI startups - let’s talk.

The thread running through all of it: product thinking and systems thinking are what make AI tools genuinely effective. Knowing how to frame a problem, map a system, and validate an assumption before building anything - that’s the groundwork that turns AI from a fast way to build the wrong thing into a fast way to build the right one.

Finding the right problems has always been the hard part. AI just made the gap more expensive. Building is fast now. The bottleneck is figuring out what to build.

🚀

Your product

The fastest way to see what AI-era product development looks like is to have someone doing it inside your company. I take a fractional CPO or PM role and lead by example - building with AI, running discovery differently, showing the team what’s possible. Not a consultant handing over a deck. A partner who’s accountable for outcomes.

Your team

I bring AI into how your product and development teams work - and train them to get there. Two ways in: a company-wide Vibe Coding Academy for domain experts who’ve been waiting for IT to solve their problems, and a hands-on Product Management and AI training for product teams ready to change how they work end to end.

You

Whether you’re a product manager wanting to work better with AI, an aspiring PM figuring out where to start, or a domain expert tired of waiting for IT - product and systems thinking is the best foundation you already have. I run eesti.ai workshops from beginner to advanced, one-to-one coaching, and teach on Estonia’s first Digital Product Management MBA at EBS.

"Anna-Liisa is an exceptional mentor who quickly understands a company’s direction and identifies where support is truly needed. She’s hands-on, solution-oriented, and brings valuable ideas for the future. Smart, approachable, and a joy to work with."

Carmen Kivisild

CEO, Elnora

HOW IT WORKS

Get started
in 3 steps

Understand the situation

We start with a conversation about your product, your team, or your own growth as a leader. I ask the questions that matter and listen for what’s actually holding things back.

Make a plan

Together we work out whether the right next step is fractional leadership, helping your team work AI-native, or mentoring. We agree on a realistic starting point and what success looks like.

Get to work

I join as an embedded member, run sessions with your team, or start mentoring - depending on what we agreed. We reassess and adjust as we go. No long contracts, no vague deliverables.

Vibe Coding Academy

The format was three weeks. The first session was product discovery - problem framing, user description, value proposition - because you can’t build the right thing if you don’t know what problem you’re solving. The second and third sessions were about converting that understanding into working prototypes in Lovable.

The accounting team had been asking IT to build a particular tool for eight years. In three weeks, they built it themselves. The prototype went to engineering with an accountant as the product owner.

The shift isn’t that everyone becomes a developer. It’s that the people who understand the problem most deeply now get to make their thinking visible - and test it - before it gets handed over and reinterpreted by someone who wasn’t in the room.

That’s what vibe coding changes.

Blog

Read more on AI and Product

Articles and practical thoughts on AI in product development, AI-native teams, and what product leadership looks like in the AI era.

Explore the Blog

Product development doesn’t end when the app is finished

The Eesti app is technically complete and theoretically a brilliant solution. Yet I found myself standing at an Omniva post office, where I couldn't use it.

Product Rants: Sales

We explore what makes some product and sales teams' relationship work as a partnership and why others are doomed, no matter how hard we try. We also touch on what the fudge is all that product-led vs sales-led talk about?

Our teams loved the Business Value Game! Our goal was to bring together the IT and finance departments who aren’t customer-facing day-to-day. The Game helped people understand how important are our customers, knowing their expectations and meeting them. The Game was interactive, even the shiest people took an active part and enjoyed the teamwork and getting to know each other.
Kristina Penu
CFO
@ Tele2
Anna-Liisa is an experienced leader, coach, and open-minded thinker—an inspiring motivator and proactive doer who is truly a pleasure to work with.
Kert Valbet
CEO
@ Webware
She has a talent for cutting through the noise and helping me focus on what truly matters. Her guidance has been played a big role in shifting my focus from day-to-day firefighting to the bigger picture, enabling me to make more strategic decisions.
Martin Lond
Chief Product Officer
@ Scorestars
Anna-Liisa has a tool for everything! No matter if you are practicing traditional or modern product management. She knows how to assess, evaluate, measure, or collect data and is ready to share her knowledge. Anna-Liisa taught me that it is important to develop your personal skills for the best results, but it is equally important to create or ask for a safe environment that allows you to grow and work.
Iris Tomingas
Head of ICT
@ INZMO
Anna-Liisa has helped us to create the backbone of a functioning product team. With that in place we were able to work more efficient and focus on our product vision.
Marko Zechlin
Head of Underwriting
@ INZMO
Anna-Liisa has created a structure, strategy and a clear focus as an interim CPO. We have improved our output and increased the transparency across the entire company. Our product vision has become much clearer.
Richard Vähi
Product Owner
@ Company
Anna-Liisa has pulled me out of firefighting mode and helped me consider the bigger picture behind the daily product operations. She has amplified my strengths and encouraged me to move out of my comfort zone to improve on my weaknesses.
Nikita Tikhomirov
Product Manager of Digital Channels
@ Zone
Anna-Liisa is an exceptional mentor who quickly understands a company’s direction and identifies where support is truly needed. She’s hands-on, solution-oriented, and brings valuable ideas for the future. Smart, approachable, and a joy to work with, Anna-Liisa is also an incredibly skilled product manager.
Carmen Kivisild
CEO
@ Elnora

Anna-Liisa is an experienced leader, coach, and open-minded thinker—an inspiring motivator and proactive doer who is truly a pleasure to work with.
Kert Valbet
CEO
@ Webware
Anna-Liisa is an exceptional mentor who quickly understands a company’s direction and identifies where support is truly needed. She’s hands-on, solution-oriented, and brings valuable ideas for the future. Smart, approachable, and a joy to work with, Anna-Liisa is also an incredibly skilled product manager.
Carmen Kivisild
CEO
@ Elnora
Our teams loved the Business Value Game! Our goal was to bring together the IT and finance departments who aren’t customer-facing day-to-day. The Game helped people understand how important are our customers, knowing their expectations and meeting them. The Game was interactive, even the shiest people took an active part and enjoyed the teamwork and getting to know each other.
Kristina Penu
CFO
@ Tele2

Anna-Liisa is an experienced leader, coach, and open-minded thinker—an inspiring motivator and proactive doer who is truly a pleasure to work with.
Kert Valbet
CEO
@ Webware
Anna-Liisa is an exceptional mentor who quickly understands a company’s direction and identifies where support is truly needed. She’s hands-on, solution-oriented, and brings valuable ideas for the future. Smart, approachable, and a joy to work with, Anna-Liisa is also an incredibly skilled product manager.
Carmen Kivisild
CEO
@ Elnora
Our teams loved the Business Value Game! Our goal was to bring together the IT and finance departments who aren’t customer-facing day-to-day. The Game helped people understand how important are our customers, knowing their expectations and meeting them. The Game was interactive, even the shiest people took an active part and enjoyed the teamwork and getting to know each other.
Kristina Penu
CFO
@ Tele2

Our teams loved the Business Value Game! Our goal was to bring together the IT and finance departments who aren’t customer-facing day-to-day. The Game helped people understand how important are our customers, knowing their expectations and meeting them. The Game was interactive, even the shiest people took an active part and enjoyed the teamwork and getting to know each other.
Kristina Penu
CFO
@ Tele2
Anna-Liisa is an experienced leader, coach, and open-minded thinker—an inspiring motivator and proactive doer who is truly a pleasure to work with.
Kert Valbet
CEO
@ Webware
She has a talent for cutting through the noise and helping me focus on what truly matters. Her guidance has been played a big role in shifting my focus from day-to-day firefighting to the bigger picture, enabling me to make more strategic decisions.
Martin Lond
Chief Product Officer
@ Scorestars
Anna-Liisa has a tool for everything! No matter if you are practicing traditional or modern product management. She knows how to assess, evaluate, measure, or collect data and is ready to share her knowledge. Anna-Liisa taught me that it is important to develop your personal skills for the best results, but it is equally important to create or ask for a safe environment that allows you to grow and work.
Iris Tomingas
Head of ICT
@ INZMO
Anna-Liisa has helped us to create the backbone of a functioning product team. With that in place we were able to work more efficient and focus on our product vision.
Marko Zechlin
Head of Underwriting
@ INZMO
Anna-Liisa has created a structure, strategy and a clear focus as an interim CPO. We have improved our output and increased the transparency across the entire company. Our product vision has become much clearer.
Richard Vähi
Product Owner
@ Company
Anna-Liisa has pulled me out of firefighting mode and helped me consider the bigger picture behind the daily product operations. She has amplified my strengths and encouraged me to move out of my comfort zone to improve on my weaknesses.
Nikita Tikhomirov
Product Manager of Digital Channels
@ Zone
Anna-Liisa is an exceptional mentor who quickly understands a company’s direction and identifies where support is truly needed. She’s hands-on, solution-oriented, and brings valuable ideas for the future. Smart, approachable, and a joy to work with, Anna-Liisa is also an incredibly skilled product manager.
Carmen Kivisild
CEO
@ Elnora

FAQ

Frequently Asked Questions

If you're wondering how all this works, then keep reading. If you have any more questions, don't hesitate to ask!

But I want to hire a Product Lead. Isn’t an interim person unreliable?

My appointment lasts as long as it needs to - based on what we both agree upon. In some ways, it’s even more reliable than a permanent employment contract. Think of the times you hired a junior because you didn’t have the budget for someone senior, and the results took a long time to materialise — if ever. Sometimes a part-time senior is far better than a junior without in-house mentorship. My clients often say that although I’m part-time on paper, they never feel my absence.

What does a Visiting Chief of Product do?

Is there really a market for what you’re doing?

What is a Product Management Audit?

Can you help if we already have product managers and product leadership?

Do you offer training for entire teams?

Is there really a market for what you’re doing?

Is it just you, or do you have a team?

But I want to hire a Product Lead. Isn’t an interim person unreliable?

What does a Visiting Chief of Product do?

Is there really a market for what you’re doing?

What is a Product Management Audit?

Can you help if we already have product managers and product leadership?

Do you offer training for entire teams?

Is there really a market for what you’re doing?

Is it just you, or do you have a team?

Taking products and teams further in the AI era. 🎯

Product. Team. You.

🚀

🚀

🚀