ElevenLabs Adds Engineer To Every Non-Technical Team

Business Insider reports that ElevenLabs CEO Mati Staniszewski said at a talk at Sequoia Capital that the company is adding an engineer to every non-technical team. Staniszewski said, "Our people team, our go-to-market team, our legal team will have an engineer in that team that helps to build automation and upskill, uplevel the rest of the people." He added, "Recently, that really helps because everybody will be vibe coding and coding a lot."

Business Insider reports Staniszewski said non-technical teams around the company are already building tools. Per the article, he described examples including "the scraping on the hiring and recruiting front" and "analyzing what worked in the past to improve in the future." The article is behind a Business Insider subscriber wall and attributes the remarks to the CEO's public talk.

Companies that embed engineers into business teams typically aim to accelerate bespoke automation, reduce handoffs to central IT, and raise internal capability to maintain lightweight tooling. For practitioners, this pattern increases demand for engineers who can ship production-quality automation, build internal APIs, and work with domain experts to translate workflows into repeatable systems.

Embedding engineers into non-technical teams aligns with a broader trend in AI-enabled organizations where subject-matter experts drive tooling requirements and engineers enable rapid iteration. Observed patterns in similar transitions include the need for governance around data, reproducibility of internal models, and clarity on testing and monitoring responsibilities.

Observers should track whether teams publish engineering practices for internal tools, how data access and privacy are governed across hiring and legal workflows, and whether ElevenLabs or comparable companies share metrics on productivity or error rates after such changes. Business Insider did not publish a formal statement from ElevenLabs beyond the quoted remarks.