Monde
- PROBLEM
- Brands have no visibility into how they appear in AI search answers.
- STATUS
- live
Daniel Östling
I build AI that shows up in the P&L.
Product leader and former Managing Director — I scaled an e-commerce unit from €1M to €4M at a 65% margin. I work hands-on, from spec to code to evals, and I ship AI that teams keep using after I leave. Shipped at Direct Wines, The Wall Street Journal, and Lucozade. Building Monde and an RFQ vision model. Based in Lisbon.
- Former Managing Director — scaled an e-commerce unit from €1M to €4M at a 65% margin
- Direct Wines — 70% faster development, 3× fewer defects, onboarding weeks → days
- CASAFARI — led a 12-person data science team building ML on European real-estate data
- Client work includes Direct Wines, The Wall Street Journal, Lucozade, H&M Group, Volvo Finance, Novo Banco
Monde — tracks how brands appear across ChatGPT, Perplexity, Gemini, and Claude
FLAGSHIP WORK
Direct Wines — AI across a 70-person e-commerce org
AI development infrastructure for a 70-person engineering organisation — built in the team's existing stack, handed over, and still running without me.
- PROBLEM
- A 70-person engineering team shipping across multiple platforms, with no AI tooling in place.
- BUILT
- AI dev infrastructure built in the team's existing stack, adoption-first.
- OUTCOME
- 70% faster development · 3× fewer defects · onboarding weeks → days
- STACK
- Claude API · Claude Code · GitHub Actions · Cursor · VS Code · GitHub Copilot
- STATUS
- handed over — it runs without me
Read the case study → FractalOcean breakdown →
“He also brought AI into the team in a way that actually stuck. From a Claude-powered PR review bot to AI-driven rule systems embedded in the IDE, these weren’t experiments, they’re tools the team uses every day.”
MORE CLIENT WORK
PRODUCTS I BUILD & OPERATE
Karl
- PROBLEM
- Agents build the wrong thing when the input is fuzzy.
- STATUS
- live
RFQ-to-Quote
- PROBLEM
- CPQ software can't read drawings, PDFs, or email RFQs. I'm building the vision layer that can.
- STATUS
- building
FOR HIRING MANAGERS
I’m selectively open to senior product leadership roles where AI, commerce, and P&L ownership meet.
WHAT I HELP WITH
AI product strategy, workflow redesign, agentic systems, RAG, evals, human-in-the-loop quality loops, and adoption — shipped with your existing team.
HOW I WORK
I work spec-first — write the spec, build in phases, review at every gate. It’s the same discipline whether the builder is a team or an AI agent, and it’s how this site was built.
AI for commerce — for clients through FractalOcean, and in my own products. Same problems, two forms. Open for intro calls.