ElevenLabs Opens New Madrid Office

ElevenLabs has announced that it has opened a new office in Madrid as part of an expansion of operations in Spain.

The company has been working with Spanish organisations across multiple industries, where there is a shared focus on applying AI to customer experience, operations and sales.

As noted, “they want to deploy AI across customer experience, operations and sales, but it needs to communicate naturally and reliably at scale.”

Several examples highlight current use cases. eDreams ODIGEO (eDO) is using AI agents to manage customer support in five languages across a large volume of interactions.

The approach has shifted from structured phone systems to more conversational AI, with human handover when needed. This has resulted in improved resolution speed and reduced transfer rates.

In retail, MediaMarkt is applying AI to processes such as warranty extensions, insurance activation and subscription upselling across multiple channels, including phone and messaging platforms.

In insurance, Santa Lucia Seguros is using voice technology within its virtual assistant. Santander has also recently invested, indicating broader financial sector interest in AI-driven voice and agent technologies.
Beyond enterprise use, the technology is also being applied in media and content.

For example, Matthew McConaughey uses it to narrate his newsletter in Spanish in his own voice, allowing him to reach a wider audience while maintaining consistency in delivery.

Spain is seen as a significant market for voice AI. Spanish is the second most widely spoken native language globally, with over 500 million speakers, and includes a wide range of regional variations.

Within Spain, multiple co-official languages – including Catalan, Galician and Basque – create additional complexity.

Businesses are therefore expected to provide accurate language support, including pronunciation and tone.

For more information about ElevenLabs - visit the ElevenLabs Website

About ElevenLabs

ElevenLabs is a pioneer in natural-sounding voice AI, offering the Conversational Agents Platform to help companies automate customer service in a human-like way.

Find out more about ElevenLabs

Author: Hannah Swankie
Reviewed by: Robyn Coppell