Expanding into Brazil - ElevenLabs Launches Iconic Partnership with Fábio Porchat

Even before we launched local operations in 2025, it was clear that Brazil would be central to the future of voice-driven experiences. With more than 220 million Portuguese speakers, a top-five global creator economy, and some of the highest social media engagement rates worldwide, the country has become a natural hub for innovation in voice. It is also home to a $10B+ customer service industry, where businesses face rising demand for faster, more natural, and human-like interactions. Today, we are deepening our commitment to the country with a new partnership with Brazilian icon Fábio Porchat.

Watch the campaign video and try the Judite 2.0 experience for yourself.

Recognized for his work as co-founder of Porta dos Fundos, host of Que História É Essa, Porchat?, lead in numerous Brazilian comedies, and the voice of characters in Frozen and Monsters University.Porchat’s voice is instantly familiar across Brazil, but its energy is universal: witty, warm, and full of life. In him, we see not just a voice, but a bridge between Brazil and the world, showing how Latin creativity and humor can be amplified through technology. For all these reasons, we are honored to enable voice licensing through our Iconic Marketplace, giving creators and enterprises the ability to request the license of Porchat’s voice for real-time AI applications with local authenticity and global scalability.

As part of this partnership, ElevenLabs is launching its first advertising campaign in Brazil - “Judite 2.0” - a voice-first initiative that highlights how our Agents Platform can radically improve customer service interactions. Originally introduced in 2012, the original Judite video symbolized everything broken in Brazilian customer service: confusing call flows, poor support, and endless wait times. Judite 2.0 is the complete opposite - an AI agent built with ElevenLabs’ real-time Agents Platform and powered by our Text to Speech engine, capable of responding naturally and clearly in real time. Judite became iconic because she reflected a very Brazilian way of facing hardship: with humor, satire, and creativity. Reviving her as Judite 2.0 shows how Brazilian storytelling doesn’t just endure, it evolves, and with AI, it now leads.

In Brazil, we’ve always found ways to turn challenges into art, samba born from struggle, comedy that reimagines chaos, and a creator economy that thrives even through crises. Partnering with Fábio Porchat reflects this same resilience: taking what was once a cultural symbol of frustration (Judite) and transforming her into a symbol of progress.

“Judite was part of an iconic moment in my career and in the lives of many people who watched that video. For years, she was remembered as the symbol of a complicated customer service experience that every Brazilian has faced at some point. Now, I’ve had the chance to meet her again in a new version - more modern, efficient, and even friendly. It’s fun to turn that old ‘trauma’ into a partnership. Today, I can say that Judite has become my friend. And this reunion makes the campaign even more fun and special,” says Fábio Porchat.

Developed in partnership with comedian Porchat, the campaign revives one of Brazil’s most iconic characters and reimagines her as an intelligent voice assistant - powered by ElevenLabs. More than a campaign, it is a celebration of Brazilian creativity, a testament to Latin resilience, and an homage to the voices that have always carried our stories, our humor, and our humanity into the world.

Judite Then vs. Judite Now - A Revolution in Voice

As part of the campaign, we’ve built an interactive experience where users can talk to both versions of Judite - side by side.

• Judite 2012 → Endless menus. Robotic replies. Zero resolution.
• Judite 2.0 → Instant responses. Natural conversations. Context that feels human.

The contrast is immediate and powerful. What once symbolized everything broken in customer service now demonstrates the future of real-time AI voice agents - fast, intelligent, and deeply realistic.

What’s Next

This is just the start. As we invest further in Brazil, we’ll continue to collaborate with local creators, enterprises, and cultural icons to redefine how voice technology connects people and businesses - locally and globally.