“we have two people which have the job title AI creative producers and their task is every day they're just obsessed they're using tools like motion they're obsessed with okay what's the data of what's working so far what are other companies in the space doing and then they're coming up with new creative ideas and then rapidly iterating and testing”

AI creative producers: motion design plus voiceover plus music for rapid variant testing

Rather than outsourcing creatives to agencies or relying purely on UGC, ElevenLabs hired two in-house 'AI creative producers' — motion designers who layer AI-generated voiceovers, music, and visuals to produce high-quality ad variants at scale. The combination keeps quality high while enabling rapid hook testing: swap the voiceover, change the opening 3 seconds, test a new music bed — all without new shoots.