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We help companies and product leaders change and improve their product development with AI.

Through advisory, courses and tools we've built ourselves.

Advisory Examples →

Upcoming cohorts

All courses →
A road through a dark forest 4 Dec Martin Ibsen Course · half a day · in Danish AI for product leaders Martin Ibsen teaching 15 Jan Jesper BoegUlrik Plejdrup ChristensenMartin Ibsen Programme · four months · in Danish AI product leader 27 Nov Anne Louise Grønnebæk HansenMartin Ibsen Course · one day · in Danish Product design in the AI era The Geiranger fjord with a ship 18 Jan Mikkel MalmbergMartin Ibsen Masterclass · one day · in English Masterclass in agentic development

What we get asked.

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"We are not sure how best to get started with AI in our product development." AdvisoryProduct diagnosis: two days, and you know where to start → "We want structure around how we work with AI in our product development." AdvisoryA programme: diagnosis first, then one way of working for the whole organisation → "We need to inspire everyone to start using AI." CourseAn in-house AI day for the whole product team → "We want to start measuring the effect of AI in our product development." AdvisoryA programme: we agree what to measure and follow the numbers along the way →

We build our own products.

Built with the same AI workflows we teach.
Screenshot of Lyt Lyt Din egen coach i hvert møde. Lytter med og fortæller dig bagefter, hvad du kunne gøre bedre. Screenshot of Slides Slides Presenter: din AI skriver dine slides i HTML, og du retter dem på et lærred. Screenshot of Peg Peg Tegn på det, AI'en skal rette, og billedet lander i chatten. Screenshot of Stilnote Stilnote Materialeplaner for indretningsdesignere, der erstatter manuelle Excel-ark. Screenshot of Wardrobe Wardrobe Drop-in design systems til Claude Code, Cursor, v0, Lovable. Screenshot of Knud Knud AI sorterer dine screenshots i den rigtige mappe automatisk.

AI for Product Leaders

One concrete tip a week for Product Managers, Product Owners, product designers and Heads of Product. Written in Danish.

Read by 1,500+ product leaders.

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11 October 2026 You can build any product, but not any business First the agent could copy how a product looks. With REA it can also copy how it works. 8 October 2026 AI could be the best thing that ever happened to designers When everyone can build, the scarce part is deciding what is worth building. A good designer often knows the most about that. 8 October 2026 What Monday morning looks like in an agentic product organization No science fiction. Just a product team of four, from eight o'clock until lunch.
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Some of the companies we have helped.

What AI is changing in product management Report 15 Danish product leaders on where AI helps, where it fails, and what is now the slow step. Free, in Danish. 14 named product leaders · seven chapters · PDF Read the report What AI is changing in UX Report Nine Danish design leaders on what gets easier, what gets harder, and what a designer has to be able to do now. Free. 9 named professionals · five chapters · PDF Read the report