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How I AIThe exact AI playbook (MCPs, GPTs, Granola) that saved ElevenLabs $100k+ & helps them ship daily
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At a glance
WHAT IT’S REALLY ABOUT
ElevenLabs’ AI marketing playbook: automated launches, localization savings, WhatsApp MCPs
- Luke Harries (Head of Growth at ElevenLabs) shares three practical AI workflows that make marketing execution faster, cheaper, and more systematic: automated case studies, in-house localization, and an MCP-based WhatsApp assistant.
- He demonstrates a “case study in minutes” pipeline using Granola transcripts plus a custom ChatGPT “Copy Editor” GPT trained on ElevenLabs’ tone, formatting rules, and examples—then repurposes outputs into tweet threads and other launch assets.
- He describes ripping out a $40k/year localization SaaS plus $100k+ in agency spend by building a lightweight translation server + GitHub Action with per-language prompts, keeping human review only for sensitive pages.
- Finally, he explains MCPs (Model Context Protocol) and shows an unofficial WhatsApp MCP that downloads chats to a local SQLite DB so Claude can summarize, search, and message—hinting at a future personal assistant built on WhatsApp, email, and calendar.
IDEAS WORTH REMEMBERING
5 ideasAutomate the launch checklist, not just the copy.
ElevenLabs treats each feature as a full launch with value props, messaging, audience, and distribution assets. AI can compress this workflow—from draft assets to channel-specific variants—so shipping software doesn’t outpace shipping go-to-market.
Use transcripts + summaries together to avoid “lossy” content.
Luke pastes both Granola’s structured summary and the raw transcript into the GPT. The summary provides clarity and key points; the raw transcript preserves authentic customer quotes and nuance.
The best editing happens in the prompt, not the output.
When outputs miss the mark (weak headings, not enough stats, wrong format), they update the underlying instructions so every future run improves. This turns one-off fixes into compounding workflow quality.
A custom GPT is a scalable brand voice enforcement layer.
Their “ElevenLabs Copy Editor” encodes tone (serious, research-led), style rules (American English), and formatting requirements, backed by strong example posts/tweets. This makes marketing output more consistent across the team.
Distribution is part of the asset—generate it as a system.
Luke pairs creation with a repeatable workflow (e.g., Zapier trigger from “Closed Won” → Calendly → interview → transcript → GPT → publish + social). The goal is sustained throughput (e.g., “five case studies a month”), not occasional content bursts.
WORDS WORTH SAVING
5 quotesWhen you're editing, as much as possible, try and edit the underlying prompt rather than the actual output.
— Luke Harries
This saved us $40,000 a year for the tool, so immediately canceled it. Over $100,000 in agency costs.
— Luke Harries
If we're just using ChatGPT for the reference of what's better, why don't we just use ChatGPT for the whole thing?
— Luke Harries
What an MCP is, it's a Model Context Protocol... which enables anyone to expose tools to AI agents.
— Luke Harries
I think a personal AI assistant really only needs your WhatsApp, your calendar, and your email, and then it knows everything about you.
— Luke Harries
High quality AI-generated summary created from speaker-labeled transcript.
