Sub Club by RevenueCat How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries
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Mar 9, 2026 
Luke Harries, growth and engineering lead at ElevenLabs, blends AI research with product and marketing. He discusses turning every feature launch into a repeatable growth engine. He explains using custom GPTs to scale ad copy and directing AI agents as a core marketing skill. He also covers coordinating paid and organic assets, localization with LLMs, and scaling massive ad spend.
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Turn Every Feature Launch Into A Growth Engine
- Build growth engines that pair product launches with marketing systems to turn each new model or feature into a viral moment.
- Luke Harries describes coordinating launch creative, landing pages, and ad updates around releases like Scribe v2 to amplify impact.
Train A Custom GPT On Winning Ad Copy
- Use a custom GPT to convert your best and worst performing ad copy into high-performing Meta and Google variants.
- Luke explains they feed top/bottom performing copy into a custom GPT to rapidly produce proven ad formats for testing.
Start With Agencies Then Internalize Creative Production
- Start creative testing with agencies, then bring production in-house to raise quality and scale quantity with AI tools.
- ElevenLabs hires AI creative producers who use motion design plus text-to-voice and music for rapid high-quality variants.