TL;DR: Scaling with Multimodal AI and Strategic Innovation
To thrive in a competitive AI landscape, ElevenLabs pivoted from voice synthesis to multimodal AI, combining voice, video, and text for groundbreaking applications. Key lessons for founders include diversifying product offerings, anticipating industry commoditization, building high-agency teams, and prioritizing customer-centric solutions. Multimodal AI offers transformative potential across entertainment, accessibility, and cross-industry innovation. Ethical practices, adaptability, and strategic vision are essential for sustainable growth.
• Diversify early to avoid commoditization
• Embed customer feedback into product development
• Focus expansion within complementary industries
Analyze trends for multimodal behaviors and future-proof your business by building solutions that align with emerging needs.
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When Mati Staniszewski, founder of ElevenLabs, declared, “It’s not just about voice anymore,” back in early January 2026, he wasn’t merely signaling an evolution in his company’s trajectory. He was presenting a reality check for entrepreneurs, creators, and businesses navigating the volatile AI landscape. Having followed Staniszewski’s journey closely, I couldn’t help but notice parallels that align with broader lessons every entrepreneur can apply, especially when scaling effectively in competitive industries.
What does ElevenLabs’ evolution teach us about scaling in deeptech?
ElevenLabs started with voice synthesis, a groundbreaking technology that enabled near-human AI-driven voice cloning. However, Staniszewski realized that sticking to one modality (voice-only) would eventually lead to commodification as competitors entered the space. He pivoted the company focus toward multimodal AI. This shift allowed ElevenLabs to venture into new niches, such as integrating voice, video, and text simultaneously. For founders, this highlights an invaluable lesson: diversifying your product vision can future-proof your business.
- Don’t rely solely on killer features: While disruptive innovations pull early adopters, long-term differentiation demands broader solutions.
- Anticipate commoditization and act decisively: Startups relying on “unique technology” must prepare for competitors to catch up.
- Customer-centric scaling: ElevenLabs embedded forward-deployed engineers directly into client workflows, tailoring solutions faster than larger competitors.
Why multimodal AI is reshaping the future of tech
Staniszewski predicted that advancements in AI would push beyond singular modalities into a seamless combination of voice, video, image, and text. Multimodal AI doesn’t just open doors for technical innovation; it introduces entirely new categories of products and services. From lifelike video avatars to enhanced customer service bots capable of context-aware responses, the possibilities for multimodal tech are endless. For entrepreneurs, grasping this shift is crucial, not only for launching new products but for aligning them with emergent consumer behaviors.
- Entertainment revolution: Multimodal tools can transform movies, gaming, and live-streaming with hyperrealistic interactions.
- Accessibility gains: Staniszewski’s work in combining voice with visual elements opens doors for better assistive technologies.
- Cross-industry solutions: Education, healthcare, and e-commerce are adopting these advancements to engage audiences more dynamically.
As a founder, what can you learn from ElevenLabs’ approach?
ElevenLabs didn’t merely innovate; it positioned itself years ahead of competitors by mastering key principles that every startup founder should internalize. Here are major takeaways:
1. Build a high-agency team
Staniszewski emphasized sharing equity with early engineers. By embedding strong ownership into the team, he ensured that every member was invested in the vision. As he explains, “More than resources, success depends on people with extreme autonomy who aren’t afraid to solve hard problems.”
2. Customers drive innovation (not tech)
While ElevenLabs leads in voice synthesis technology, their competitive advantage lies in responsiveness to client needs. Staniszewski credits their success to deploying engineers for prototyping right inside customer workflows. This real-time feedback loop enabled rapid iterations and highly tailored solutions.
3. Bet on flexibility, not moats
Unlike competitors who rely on proprietary standards to lock customers in, ElevenLabs advocates for open collaboration within the AI community. Staniszewski’s belief? Competitive moats today are fleeting, but adaptability never goes out of style.
How can founders expand beyond their initial niche?
Expanding product scope isn’t as simple as adding features. It involves understanding parallel industries while assessing risks tied to overextension. Staniszewski’s transition from “voice-only” AI to multimodal tools provides a roadmap to avoid common mistakes:
- Validate expansion paths first: Multimodal AI was tested in niche applications like dubbing and audiobooks before scaling.
- Hire complementary experts: Staniszewski credits much of ElevenLabs’ growth to domain-specific hires who could execute new product ideas rapidly.
- Avoid feature creep pitfalls: Focus on depth, not endless breadth, and only expand if new layers strengthen the core tech.
Why does ethical AI matter more than ever?
As AI technologies scale, so do risks like abuse and misinformation. ElevenLabs’ tools prioritize watermarking synthetic voices and ensuring opt-in consent systems. Founders adopting tech without these safeguards risk backlash, regulatory scrutiny, and trust erosion. For any entrepreneur venturing into generative tech spaces, ethical practices should shape early design phases, not post-scale reactions.
My takeaway for entrepreneurs
As I learn from innovators like Mati Staniszewski, one truth becomes clear: scaling isn’t about chasing trends, it’s about anticipating them before they materialize. ElevenLabs stands as a case study of thinking strategically while keeping customers at the heart of technology decisions. Founders must learn how to pivot decisively, adopt forward-thinking solutions, and maintain a balance between scale and sustainability.
Where should you start? Begin by analyzing your core industry trends for signs of multimodal consumer behaviors. Then, identify gaps in your product scope that could evolve into future-proof capabilities. Finally, focus on building a team capable of not merely adapting to change but driving it.
FAQ: ElevenLabs and the Vision of Mati Staniszewski
What is ElevenLabs, and what does the company specialize in?
ElevenLabs is a groundbreaking AI company co-founded by Mati Staniszewski and Piotr Dabkowski in 2022. Initially focused on AI-driven voice synthesis, their technology allows for realistic voice cloning and emotion-aware speech imitation. The platform has been widely adopted for dubbing, audiobooks, gaming, and accessibility applications. Over time, ElevenLabs expanded its capabilities into multimodal AI, integrating voice, text, and video technologies. This progression from voice-only innovation to multimodal platforms underscores their vision of seamless, lifelike human-computer interaction. Learn more about ElevenLabs' origins and progress.
Why did Mati Staniszewski pivot from voice-only AI to multimodal AI?
Staniszewski moved beyond voice synthesis after recognizing the inherent commoditization of AI voice technology due to emerging competition. By transitioning to multimodal AI, which encompasses voice, video, and text integration, ElevenLabs carved out unique use cases in areas like education, entertainment, and customer service. This shift ensures the company remains ahead of competitors while addressing broader market needs. Understand the deeper strategy behind this pivot.
What lessons can entrepreneurs learn from ElevenLabs’ growth?
The rapid success of ElevenLabs offers multiple lessons for entrepreneurs. Key insights include the ability to swiftly adapt to market changes, prioritize customer feedback, and build a high-agency team invested in company growth. ElevenLabs deployed engineers directly into client workflows to prototype solutions quickly, accelerating development cycles and demonstrating an intense focus on customer needs. Building flexibility and anticipating industry shifts like multimodal AI integration were also instrumental.
How is ElevenLabs making AI technology accessible across industries?
Aside from its entertainment applications, ElevenLabs is integrating AI into accessibility technologies, education tools, and customer-interaction platforms. For example, the combination of AI voice synthesis and visual elements enables better assistive technologies for users with hearing or vision impairments. Additionally, industries like healthcare, e-commerce, and gaming use ElevenLabs' solutions to offer immersive, contextually aware user experiences.
What is the role of ethical AI in ElevenLabs’ solutions?
ElevenLabs commits to ethical AI practices, including watermarking synthetic content to prevent misuse and mandating opt-in consent for voice cloning. In a field susceptible to misinformation and deepfake risks, these ethical boundaries protect consumer trust and prevent regulatory backlash. Ethical considerations have become a cornerstone of ElevenLabs’ product design, ensuring technology serves society responsibly from the outset.
Is ElevenLabs’ AI voice synthesis technology future-proof?
Mati Staniszewski has been realistic about the future commoditization of standalone AI voice synthesis. To remain future-proof, the company is investing in multimodal AI and exploring integrative use cases like lifelike video avatars and personalized interfaces. ElevenLabs focuses on being adaptable, an approach Staniszewski emphasizes as vital for long-term survival in the competitive AI landscape.
How does ElevenLabs collaborate with clients to improve their products?
ElevenLabs integrates "forward-deployed engineers" into client workflows to co-develop solutions based on real-world feedback. This approach accelerates product iterations, enhances client satisfaction, and adapts integrations to specific industry needs. Mati Staniszewski's leadership philosophy emphasizes that collaboration, rather than isolation, fosters innovation and efficiency.
What challenges lie ahead for companies in the AI voice synthesis market?
As AI voice technology becomes widespread, distinguishing innovative solutions from commoditized products becomes challenging. Companies must innovate beyond technical capabilities, such as integrating multimodal applications and addressing ethical concerns to build consumer trust. ElevenLabs exemplifies how scaling into new modalities and fostering collaborations can mitigate these challenges. See the complete industry analysis.
What sets ElevenLabs apart from larger AI companies?
Unlike Big Tech firms that often rely on proprietary ecosystems, ElevenLabs advocates for open collaboration and adaptability. The company’s collaborative ethos and focus on customer-centric solutions allow it to maneuver more quickly in fulfilling niche market demands. Their smaller, high-agency team has also been instrumental in outpacing larger competitors when addressing cutting-edge developments in AI.
How can entrepreneurs apply ElevenLabs’ business strategies to their startups?
Entrepreneurs can emulate strategies employed by ElevenLabs by prioritizing adaptability and client-driven innovation. Testing new capabilities in smaller markets, hiring domain-specific experts, and focusing on ethical, scalable solutions are pivotal steps. Most importantly, a forward-looking approach, like transitioning to multimodal technologies, ensures startups remain relevant amidst technological change.
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.