Fractional CPO and AI product development practitioner in Estonia.
My Approach
Product work in the AI era is different. The tools are faster, the prototyping loop is tighter, and the line between product and engineering is blurring. I help companies and teams navigate that change from the inside - not by handing over a framework, but by working with them directly.
My starting point is always the audience. Coming from marketing and communications, I think naturally about how people describe their problems, how they search for solutions, and what it takes for a product to actually reach them and grow. That growth and sales oriented mindset runs through everything I do - discovery, positioning, go-to-market, and how I train teams to think. It’s a different kind of customer centricity than the research-methods version, and it tends to keep product work grounded in what the market will actually respond to.
I’ve worked across telecom, insurance, public sector, biotech and AI - in startups and in large organisations. That range helps me pattern-match quickly and skip the obvious mistakes.
My Team
When a project calls for it, I work with a trusted network of senior people in design, engineering management and research. We bring in the right skills at the right time.
15 years in digital product development across telecom, insurtech, govtech and AI
3 years as fractional CPO and AI product practitioner
Several years mentoring in deeptech, healthtech, medtech, biotech and AI accelerators
Lecturer on Estonia’s first Digital Product Management MBA at EBS
AI workshops, panels and keynotes in Estonia, the Nordics and Germany
Why Produktize exists
I work with companies that want to build better AI-era products and with teams that want to change how they work with AI. My starting point is always the same: understand the real problem, then figure out what kind of help actually moves things forward.
My background is unusual. I started in marketing and communications, which means my instinct has always run from the audience inward - how do they think about their problem, what do they call it, how do they search for a solution before they know what to ask for. That audience centricity, combined with a growth and sales oriented mindset, is what I bring into product development. I moved into product management and have spent the last few years going deep into AI - not as an observer but as a practitioner. I build with the same tools I teach and advise on. Regardless of what the contract says, I work as a partner. I take accountability for what I’m involved in and measure myself by outcomes, not deliverables.
I’m a certified product manager and product director through Marty Cagan’s Silicon Valley Product Group. I lecture on the Digital Product Management MBA at Estonian Business School - Estonia’s first Master’s programme for product managers. I’m lead mentor at the Tartu Teaduspark DeepTech accelerator and mentor across healthtech, medtech, biotech and AI programmes - working with founders in drug development, health hardware, lab diagnostics and food tech for several years. I run AI product workshops for Eesti AI, lead Women in AI Tallinn, and speak at panels and occasional keynotes on AI in product development and vibe coding.
I’ve been in digital product development for close to 15 years. During that time I worked across healthcare, insurtech, deeptech, public sector and telecoms - including several years at Telia leading mobile apps and the full self-service environment, and with e-Residency. Since going independent, my heart has stayed with complicated, highly regulated industries - healthcare, insurtech, deeptech, public sector and telecoms - and empowering them through innovative product development and now AI. I also work with startups and scale-ups where the problems are equally complex, just faster moving.
My mission is simple
To empower leaders - in product and beyond - to discover and embrace product-led approaches that unlock innovation, so they can solve real problems and create meaningful, lasting change.
SERVICES
What I stand for
AI in product work is practical, not theoretical
The AI tools that matter most for product teams are the ones that compress the time between idea and validated prototype. I use them myself and teach them hands-on.
The bottleneck has shifted to figuring out what to build
Building software has become fast. What used to take weeks takes days for teams using AI well. But speed on the building side only matters if you know what to build. Product management - real product management, the kind that works with customer problems and business value rather than just delivery - has never been widely adopted in Europe the way it has in Silicon Valley. Now we’re being asked to scale that capability at AI speed. Companies that don’t will build a lot of well-made solutions to problems nobody has.
Product and engineering work better together
The hand-off between product and development is changing. When PMs can prototype and engineers can use AI to generate specs, the two sides can work closer together than before. That’s worth designing deliberately.
Mentoring is how this spreads
The biggest lever in any product organisation is the growth of the people in it. I invest in the people, not just the processes.
FAQ
Frequently asked questions
Maybe this answers some of the questions you may have. Though don't hesitate to write to anna-liisa@produktize.eu directly and ask about anything you're left wondering about.
