We don't advise on AI.
We ship it.
Embedded product leadership for companies that want AI running in their codebase — not sitting in a strategy deck.
Three ways we help
Every engagement starts with a real business problem and ends with working software. No decks. No frameworks. Just results.
AI-Augmented Development
We embed AI into how your team actually builds software. IDE rule files, automated PR review, codebase-aware agents, developer guides. Your team ships faster, with fewer bugs.
AI Product Strategy & Build
From business problem to working AI product. We design, architect, and build AI-powered tools — conversational interfaces, multi-LLM systems, agentic workflows — and ship them to production.
Fractional Product Leadership
Interim CPO or Head of Product for growth-stage companies. Scaled enterprise units from zero to millions in ARR, led cross-functional teams, and shipped across CRM, e-commerce, and data.
Work that shipped
Real engagements. Real systems. Running in production.
AI-Augmented Development Pipeline
Built a complete AI development infrastructure for a Next.js/React e-commerce platform. Lean IDE rule files that work across Cursor, Copilot, Claude Code, and Codex. Automated PR review bot with severity-based feedback. Full codebase audit and developer onboarding guide.
I add a promo code"
Conversational AI Ticket Intake
Designed and built an AI tool that turns vague bug reports into structured, developer-ready tickets. Conversational interface asks intelligent clarifying questions, generates formatted output with acceptance criteria, and produces kickoff prompts for AI coding agents.
AI Search Visibility Platform
Built a multi-LLM monitoring platform tracking how brands appear across ChatGPT, Perplexity, Gemini, and other AI assistants. Full-stack architecture with vector search, embeddings, scheduled query pipelines, and a public audit page for transparency.
Embedded, not external
We don't send reports from the outside. We sit with your team, understand your codebase, and ship alongside your engineers.
Audit
Deep dive into your codebase, workflows, and team dynamics. We map where AI creates the most leverage — not where it sounds impressive.
Architect
Design the implementation. IDE configurations, agent rules, review pipelines, or full AI products — scoped to deliver value in weeks, not quarters.
Ship
Build and deploy. Every deliverable runs in production on your stack, maintained by your team. No vendor lock-in, no consulting debt.
Transfer
Documentation, training, and handover. Your team owns everything. We leave you stronger than we found you.
Meet the founder
Daniel Östling is a product leader with 10+ years in European B2B SaaS who got tired of watching companies talk about AI without shipping anything.
At Moteefe, he built and scaled an Enterprise unit from zero to €4M ARR, leading 25 people and landing accounts like H&M Group and Lucozade Sport. At CASAFARI, he led a 15-person team building predictive analytics for real estate. At Direct Wines, he built their entire AI-augmented development pipeline from scratch.
fractal. was founded on a simple premise — AI should run in production, not in presentations. We use Claude Code, RAG, embeddings, agentic workflows, and multi-LLM integrations daily. Not as demos. As production infrastructure.
Based in Lisbon. Swedish-founded. Opinionated about shipping.
Ready to make AI
actually ship?
20-minute call. No pitch. Just an honest conversation
about where AI creates leverage in your business.