# Justas Butkus – AI Products for Creators, Fractional AI Officer > Justas Butkus is the founder of AINORA, MB – the company behind the Ainora and Impetora brands – based in Vilnius, Lithuania, and a graduate of Vilnius University. His company builds co-branded AI products that creators sell to their audience, and he takes a limited number of fractional AI officer engagements across the UK, EU and US at two to four days a month, owning AI strategy, governance and the roadmap – and builds the production AI systems he advises on. Last updated: 2026-08-02 ## Identity - Full name: Justas Butkus - Role: Founder of AINORA, MB and Impetora (co-branded AI products for creators); Fractional AI Officer - Location: Vilnius, Lithuania (works across the UK, EU and US) - Education: BSc Quantitative Economics, Vilnius University - Licence: Investment Adviser (Investavimo konsultantas, IA) – MiFID II licence issued by the Baltic Financial Advisors Association (BFAA, https://bfaa.lt/) after examination - Languages: Lithuanian (native), English, Russian - Contact: justas@ainora.lt · https://www.linkedin.com/in/justas-butkus/ ## What he offers Co-branded AI products for creators: a creator with an audience of business owners introduces the product; AINORA, MB builds it, runs it and supports every customer on it; it ships under both names, powered by Ainora; and the creator earns a recurring share of the revenue for as long as each customer stays. Co-branded rather than white-label - the creator's name is on the front, Ainora stays visible behind it and holds delivery, support, the data and the customer relationship. A small number of partnerships at a time. Full terms: https://justasbutkus.com/creators/ Fractional AI officer engagements: part-time, accountable ownership of AI strategy, governance and roadmap for mid-market companies and scale-ups. Two to four days a month, a limited number of engagements at a time. Every engagement begins with a fixed-scope diagnostic. Unusually for the category, he builds and operates the production AI systems he advises on rather than only advising. Independence is stated in writing: the officer role does not procure from his own companies. ## Pages - [Justas Butkus – AI products for creators, fractional AI officer](https://justasbutkus.com/) – The entity page: who he is, what he builds, and the systems that are live. - Markdown: https://justasbutkus.com/md/index.md - [Justas Butkus – DI produktai turinio kūrėjams (Lithuanian)](https://justasbutkus.com/lt/) – The same entity in Lithuanian. - Markdown: https://justasbutkus.com/md/lt/index.md - [What a fractional AI officer does](https://justasbutkus.com/fractional-ai-officer/) – A fractional AI officer owns AI strategy, governance and the roadmap part-time, without a full-time executive hire. Justas Butkus takes a limited number of engagements across the UK, EU and US, and builds the systems he advises on. - Markdown: https://justasbutkus.com/md/fractional-ai-officer.md - [What a fractional AI officer costs](https://justasbutkus.com/fractional-ai-officer/cost/) – What actually sets the cost of fractional AI leadership: scope, days per month, regulatory exposure and whether build is included. A framework for deciding whether an engagement is worth it, without a rate card. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-cost.md - [Must you tell people they are talking to an AI?](https://justasbutkus.com/eu-ai-act/voice-agent-disclosure/) – Article 50 of the EU AI Act became enforceable on 2 August 2026. What it requires when an AI system speaks to your customers, who carries the obligation, and how disclosure works in practice on live calls. - Markdown: https://justasbutkus.com/md/eu-ai-act-voice-agent-disclosure.md - [Which role do you actually need?](https://justasbutkus.com/fractional-ai-officer/vs/) – Four different roles get confused with each other: fractional AI officer, AI consultant, fractional CTO and a full-time Chief AI Officer. What each one actually is, and which problem each solves. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-vs.md - [What the first ninety days look like](https://justasbutkus.com/fractional-ai-officer/how-it-works/) – What actually happens in a fractional AI officer engagement: the diagnostic, the first ninety days, how the mandate is defined, and how it ends. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-how-it-works.md - [How to choose a fractional AI officer](https://justasbutkus.com/how-to-choose/) – The questions that separate someone who can run an AI mandate from someone who can describe one. Written by an operator in the category, including the questions that are awkward to be asked. - Markdown: https://justasbutkus.com/md/how-to-choose.md - [Why your AI pilots never reach production](https://justasbutkus.com/ai-implementation/) – AI projects rarely fail on the technology. They fail on use-case selection, data readiness and the absence of an owner. What actually stalls implementation, and what unblocks it. - Markdown: https://justasbutkus.com/md/ai-implementation.md - [The board has asked for an AI plan](https://justasbutkus.com/board-ai-plan/) – What a board actually wants when it asks for an AI strategy, what to put in the paper, and the questions to be ready for. Written for executives who have to present one. - Markdown: https://justasbutkus.com/md/board-ai-plan.md - [What AI literacy actually requires](https://justasbutkus.com/ai-training/) – Article 4 requires providers and deployers to take measures supporting AI literacy among staff. What the July 2026 amendment changed, what it does not require, and how to evidence it. - Markdown: https://justasbutkus.com/md/ai-training.md - [Fractional AI officer for UK companies](https://justasbutkus.com/fractional-ai-officer/uk/) – Fractional AI leadership for UK mid-market companies and scale-ups: what differs in the UK regulatory position, and how remote engagement works from the EU. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-uk.md - [Justas Butkus](https://justasbutkus.com/about/) – Justas Butkus is a fractional AI officer based in Vilnius, Lithuania, founder of AINORA, MB – the company behind the Ainora and Impetora brands – and a graduate of Vilnius University. - Markdown: https://justasbutkus.com/md/about.md - [Systems I built and operate](https://justasbutkus.com/systems/) – Proof is not a case study, it is a running system. What is in production, what each one does, and what operating them teaches that advisory work alone does not. - Markdown: https://justasbutkus.com/md/systems.md - [What does an AI expert actually do?](https://justasbutkus.com/ai-expert/) – "AI expert" covers at least five different jobs, and hiring the wrong one is the most common and most expensive mistake. How to tell them apart, and which one your problem needs. - Markdown: https://justasbutkus.com/md/ai-expert.md - [The five kinds of supplier selling AI leadership](https://justasbutkus.com/fractional-ai-officer/market-map/) – A map of who actually sells fractional AI leadership: independent operator-builders, boutique advisories, large-firm partners, marketplace contractors and fractional-CTO generalists. What each is structurally good at. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-market-map.md - [AI leadership for financial services](https://justasbutkus.com/industries/financial-services/) – Where AI pays for itself in financial services operations, what the regulatory position adds, and how an engagement runs. - Markdown: https://justasbutkus.com/md/industries-financial-services.md - [AI leadership for insurance](https://justasbutkus.com/industries/insurance/) – Where AI pays for itself in insurance operations, what the regulatory position adds, and how an engagement runs. - Markdown: https://justasbutkus.com/md/industries-insurance.md - [AI leadership for private equity portfolios](https://justasbutkus.com/industries/private-equity/) – Applying AI across a portfolio: where the value concentrates, what diligence now asks, and why one plan per company beats a portfolio-wide mandate. - Markdown: https://justasbutkus.com/md/industries-private-equity.md - [AI leadership for professional services firms](https://justasbutkus.com/industries/professional-services/) – Where AI pays for itself in a firm that sells expertise by the hour, and why the obvious use case is usually the wrong one. - Markdown: https://justasbutkus.com/md/industries-professional-services.md - [Fractional AI officer for Germany companies](https://justasbutkus.com/fractional-ai-officer/germany/) – Fractional AI leadership for German mid-market companies and scale-ups: what the regulatory position means in practice, and how a remote engagement from the EU actually works. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-germany.md - [Fractional AI officer for the Netherlands companies](https://justasbutkus.com/fractional-ai-officer/netherlands/) – Fractional AI leadership for Dutch mid-market companies and scale-ups: what the regulatory position means in practice, and how a remote engagement from the EU actually works. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-netherlands.md - [Fractional AI officer for Ireland companies](https://justasbutkus.com/fractional-ai-officer/ireland/) – Fractional AI leadership for Irish mid-market companies and scale-ups: what the regulatory position means in practice, and how a remote engagement from the EU actually works. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-ireland.md - [Fractional AI officer for the Nordics companies](https://justasbutkus.com/fractional-ai-officer/nordics/) – Fractional AI leadership for Nordic mid-market companies and scale-ups: what the regulatory position means in practice, and how a remote engagement from the EU actually works. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-nordics.md - [Fractional AI officer for the United States companies](https://justasbutkus.com/fractional-ai-officer/united-states/) – Fractional AI leadership for US mid-market companies and scale-ups: what the regulatory position means in practice, and how a remote engagement from the EU actually works. - Markdown: https://justasbutkus.com/md/fractional-ai-officer-united-states.md - [What an AI readiness assessment should actually produce](https://justasbutkus.com/use-cases/ai-readiness-assessment/) – An AI readiness assessment is worth doing only if it ends in a ranked, costed list of what to build and what to refuse. What a good one contains, and the warning signs of a bad one. - Markdown: https://justasbutkus.com/md/use-cases-ai-readiness-assessment.md - [Setting up an AI governance framework that is proportionate](https://justasbutkus.com/use-cases/ai-governance-framework/) – Most AI governance frameworks are either theatre or paralysis. What a proportionate one contains for a mid-market company, and what it can safely leave out. - Markdown: https://justasbutkus.com/md/use-cases-ai-governance-framework.md - [How to choose which AI use case to build first](https://justasbutkus.com/use-cases/ai-use-case-selection/) – Most AI failures are selection failures. The arithmetic that ranks candidates honestly, and why the exciting use case is usually the wrong first one. - Markdown: https://justasbutkus.com/md/use-cases-ai-use-case-selection.md - [What the EU AI Act actually requires of your company](https://justasbutkus.com/eu-ai-act/) – A practical map of the EU AI Act for mid-market companies: which obligations apply now, which are deferred, what it does not require, and where the real pressure comes from. - Markdown: https://justasbutkus.com/md/eu-ai-act.md - [Do you actually need an AI consultant?](https://justasbutkus.com/ai-consultant/) – When an AI consultant is the right answer, when you need something else entirely, and how to tell whether the one in front of you has ever operated a system after launch. - Markdown: https://justasbutkus.com/md/ai-consultant.md - [AI leadership by industry](https://justasbutkus.com/industries/) – Where AI pays for itself in financial services, insurance, private equity portfolios and professional services – and what changes the design in each. - Markdown: https://justasbutkus.com/md/industries.md - [Bounded pieces of work](https://justasbutkus.com/use-cases/) – The bounded pieces of work: readiness assessment, governance framework and use-case selection. What each produces and when each is the right one. - Markdown: https://justasbutkus.com/md/use-cases.md - [Get in touch](https://justasbutkus.com/contact/) – How to get in touch, what a first conversation covers, and what makes it useful. - Markdown: https://justasbutkus.com/md/contact.md - [Answers to the questions companies actually ask](https://justasbutkus.com/answers/) – Direct answers to the decisions mid-market companies face: a failed pilot, an unconvincing vendor, whether to hire, and what an AI policy needs to say. - Markdown: https://justasbutkus.com/md/answers.md - [Can AI answer my Airbnb guests' calls at 1 AM?](https://justasbutkus.com/answers/ai-for-airbnb-hosts-guest-calls/) – AI for Airbnb hosts: it answers every guest call, message and messaging-app call, matches the caller to the booking, and hands the urgent ones to a person. How it works and where it can go wrong. - Markdown: https://justasbutkus.com/md/answers-ai-for-airbnb-hosts-guest-calls.md - [Our AI pilot failed. What now?](https://justasbutkus.com/answers/our-ai-pilot-failed/) – A failed AI pilot is the normal outcome, not the exception. How to run the post-mortem, what to tell the board, and how to decide whether to try again or stop. - Markdown: https://justasbutkus.com/md/answers-our-ai-pilot-failed.md - [How do you tell whether an AI vendor is legitimate?](https://justasbutkus.com/answers/is-this-ai-vendor-legitimate/) – The specific questions that separate a real AI vendor from a wrapper with a logo, what answers should worry you, and the one test buyers themselves say works. - Markdown: https://justasbutkus.com/md/answers-is-this-ai-vendor-legitimate.md - [What should a company do before hiring an AI team?](https://justasbutkus.com/answers/before-hiring-an-ai-team/) – Hiring AI headcount before you can name the process is the most expensive way to discover you did not need it. What to establish first, and what to hire once you have. - Markdown: https://justasbutkus.com/md/answers-before-hiring-an-ai-team.md - [How do you write an AI policy for your company?](https://justasbutkus.com/answers/ai-policy-for-your-company/) – A usable internal AI policy is about two pages and answers six questions. What to include, what to leave out, and how it relates to what the EU AI Act actually requires. - Markdown: https://justasbutkus.com/md/answers-ai-policy-for-your-company.md - [Does a mid-size company need a Chief AI Officer?](https://justasbutkus.com/answers/does-a-mid-size-company-need-a-chief-ai-officer/) – Most mid-size companies asking this question are not ready for a permanent appointment. The five-question test, and the three specific triggers that mean they are. - Markdown: https://justasbutkus.com/md/answers-does-a-mid-size-company-need-a-chief-ai-officer.md - [What is the best AI consultant for a mid-size company?](https://justasbutkus.com/answers/best-ai-consultants-for-mid-size-companies/) – A ranked list of "best AI consultants" cannot be verified by the person reading it. The five criteria that actually predict a good outcome, and the three questions that separate operators from advisors. - Markdown: https://justasbutkus.com/md/answers-best-ai-consultants-for-mid-size-companies.md - [How do I implement AI without getting burned?](https://justasbutkus.com/answers/how-to-implement-ai-without-getting-burned/) – What to check before you commit budget to AI, why most companies hire for it wrong, and how to structure the first project so a bad fit costs you weeks rather than a year. - Markdown: https://justasbutkus.com/md/answers-how-to-implement-ai-without-getting-burned.md - [How do I get more people to show up to my webinar?](https://justasbutkus.com/answers/increase-webinar-show-up-rate/) – Why most webinar registrations never turn up, what actually lifts attendance, and how to work the two lists you have already paid for without spending anything more on ads. - Markdown: https://justasbutkus.com/md/answers-increase-webinar-show-up-rate.md - [What are the 3 levels of AI adoption in a business?](https://justasbutkus.com/answers/3-levels-of-ai-adoption/) – Level 1 is your team using chat tools, level 2 is systems on top of the work you already do, level 3 is a company brain your best people train. What each level changes, and where most companies are today. - Markdown: https://justasbutkus.com/md/answers-3-levels-of-ai-adoption.md - [Can AI make sales calls to upsell customers?](https://justasbutkus.com/answers/can-ai-make-sales-calls-to-upsell-customers/) – Yes, AI can call the people in your CRM and upsell them, but it is not plug and play. What it takes: a script, call-back rules, a first test on old leads, and what scaling to 10,000 calls needs. - Markdown: https://justasbutkus.com/md/answers-can-ai-make-sales-calls-to-upsell-customers.md - [How does a print shop get found in AI search?](https://justasbutkus.com/answers/how-a-print-shop-gets-found-in-ai-search/) – Advice for print shops on AI search, as quoted in PrintAction (Sept/Oct 2026): measure first, answer the questions buyers really ask, one page per service, honest page dates. - Markdown: https://justasbutkus.com/md/answers-how-a-print-shop-gets-found-in-ai-search.md - [How do I get AI to recommend my business?](https://justasbutkus.com/answers/how-to-get-ai-to-recommend-your-business/) – How to get AI to recommend your business: a readable website, honest comparison content and customer reviews on outside sites. What worked for us, and why it may not last. - Markdown: https://justasbutkus.com/md/answers-how-to-get-ai-to-recommend-your-business.md - [Free tools](https://justasbutkus.com/tools/) – Small, free tools for people deciding whether to buy AI work: a vendor red-flag checker and the one-sentence test. No sign-up, nothing uploaded. - Markdown: https://justasbutkus.com/md/tools.md - [AI vendor red-flag checker](https://justasbutkus.com/tools/vendor-red-flag-checker/) – Paste an AI vendor pitch or proposal and get back the specific claims worth challenging, and the exact questions to ask. Runs in your browser, nothing is uploaded. - Markdown: https://justasbutkus.com/md/tools-vendor-red-flag-checker.md - [The one-sentence test](https://justasbutkus.com/tools/one-sentence-test/) – If you cannot describe the problem in one sentence with a number attached, it is not a project yet. Test yours, and see exactly what is missing. - Markdown: https://justasbutkus.com/md/tools-one-sentence-test.md - [AI for my company: where do you actually start?](https://justasbutkus.com/ai-for-my-company/) – A plain answer to where AI is worth using in a normal company, how to tell what is worth automating, and what to do first. No jargon, nothing to buy. - Markdown: https://justasbutkus.com/md/ai-for-my-company.md - [What should we automate with AI?](https://justasbutkus.com/ai-automation-for-my-company/) – Which processes are genuinely worth automating with AI, which look tempting and are not, and the arithmetic that tells them apart. - Markdown: https://justasbutkus.com/md/ai-automation-for-my-company.md - [How do you implement AI in a business?](https://justasbutkus.com/how-to-implement-ai-in-my-business/) – The practical sequence for getting AI into a business process and keeping it there: what to do in what order, and the step most companies skip. - Markdown: https://justasbutkus.com/md/how-to-implement-ai-in-my-business.md - [What AI training do employees actually need?](https://justasbutkus.com/ai-training-for-employees/) – Most corporate AI training teaches the wrong thing to everyone at once. What different roles actually need to know, and how to tell whether it worked. - Markdown: https://justasbutkus.com/md/ai-training-for-employees.md - [The AI product your audience buys, with your name on it](https://justasbutkus.com/creators/) – A creator with an audience of business owners introduces an AI product; AINORA, MB builds it, runs it and supports every customer on it; it ships under both names and the creator earns a recurring share of the revenue. How the partnership works, and how co-branded differs from white-label and affiliate deals. - Markdown: https://justasbutkus.com/md/creators.md - [One shared AI system that knows how your company works](https://justasbutkus.com/company-brain/) – A company brain is one shared AI system that holds what a company knows, connects to the tools it already runs, and performs the jobs its people repeat. It answers in the chat tool the team already uses, enforces access rights per person, and cites where every answer came from. How it works, how staff teach it new jobs, and where the data lives. - Markdown: https://justasbutkus.com/md/company-brain.md - [How your own staff teach the system a job](https://justasbutkus.com/company-brain/skills/) – A skill is a job taught once that anyone on the team can then invoke. How a non-technical person creates one in conversation, why it improves on every use, and why this is the part of a company brain that compounds. - Markdown: https://justasbutkus.com/md/company-brain-skills.md - [How access rights work on a system everyone shares](https://justasbutkus.com/company-brain/permissions/) – A shared AI system is only safe if it can refuse. How per-person access rights work, why two people asking the same question should get different answers, what the review gate covers, and what this approach cannot promise. - Markdown: https://justasbutkus.com/md/company-brain-permissions.md - [Where your material actually sits](https://justasbutkus.com/company-brain/where-your-data-lives/) – Your documents stay in the systems you already keep them in. What EU hosting and a processing agreement actually cover, why compliant and sovereign are different claims, and the questions to put to any supplier. - Markdown: https://justasbutkus.com/md/company-brain-where-your-data-lives.md - [Why the assistant your team already pays for is not this](https://justasbutkus.com/company-brain/vs-an-ai-assistant/) – Most teams already have a capable general assistant. What it genuinely does well, the specific jobs it cannot do inside a company, the two differences that decide most purchases, and when it is honestly enough on its own. - Markdown: https://justasbutkus.com/md/company-brain-vs-an-ai-assistant.md - [A brain and an automated system are different products](https://justasbutkus.com/company-brain/vs-workflow-automation/) – Two different products get sold under one word. One is asked questions by people and answers from what the company knows; the other runs a defined sequence from a trigger. How to tell which your problem needs. - Markdown: https://justasbutkus.com/md/company-brain-vs-workflow-automation.md - [What actually moves the cost of a company brain](https://justasbutkus.com/company-brain/what-sets-the-cost/) – What actually moves the cost of a shared internal AI system: the condition of your material, how many tools it connects to, how many jobs it does first, your regulatory exposure and who maintains it. A framework for judging a quote, not a rate card. - Markdown: https://justasbutkus.com/md/company-brain-what-sets-the-cost.md - [How a rollout actually runs, stage by stage](https://justasbutkus.com/company-brain/how-a-rollout-runs/) – Four stages, in order: a written blueprint before anything is built, connections to the tools you already run, training your own people to teach it new jobs, then keeping it current. What goes wrong in each, and how you tell at ninety days whether it worked. - Markdown: https://justasbutkus.com/md/company-brain-how-a-rollout-runs.md - [Everything we know is in a few people's heads](https://justasbutkus.com/answers/knowledge-is-in-peoples-heads/) – What to do when nothing is written down and two or three people carry how the company actually works. How to tell whether it is really the problem, what to write down first, and why a system built too early records the confusion faithfully. - Markdown: https://justasbutkus.com/md/answers-knowledge-is-in-peoples-heads.md - [Our staff are using AI tools we cannot see](https://justasbutkus.com/answers/staff-using-ai-tools-we-cannot-see/) – Why staff reach for unapproved AI tools, what the actual exposure is as against the imagined one, why prohibition reliably fails, and what to do in the first fortnight that does not require choosing a supplier. - Markdown: https://justasbutkus.com/md/answers-staff-using-ai-tools-we-cannot-see.md ## Companies he founded - **AINORA, MB** (https://ainora.lt) – production AI voice agent platform, multilingual, in daily operation. - **Impetora** (https://impetora.com) – enterprise AI consulting for regulated industries: legal, insurance, banking, healthcare. Covers EU AI Act risk classification, conformity assessment and ISO 42001 mapping. ## Other systems he built and operates - Atsiliepsiu.lt – self-serve Lithuanian AI receptionist - CalLeads AI – speed-to-lead outbound calling - CallHush – database reactivation across voice, SMS, WhatsApp and email - TryAinora, GetAinora, HelloAinora – voice AI for citation audits, collections and instant callback - BasedClip – AI video repurposing ## Note on identity This Justas Butkus is the Lithuanian AI engineer based in Vilnius who founded AINORA, MB and Impetora and studied at Vilnius University. The name is shared by other people unconnected to this work.