Adobe’s venture arm is making a big bet on video generated by AI. The company is investing in Synthesia, a London-based startup known for turning text into avatar-driven videos, and the company calls it a “strategic” partnership, reports CNBC. The exact amount of investment has not been disclosed, and details of commercial terminology remain on the wrap.
This is not just a one-off fundraising announcement. Synthesia currently has a recurring annual revenue of $100 million, sharing its share that it is the UK’s most profitable AI startup.
It’s hard to overlook the momentum of the company. Over 70% of the Fortune 100 use Synthesia’s platform to create training modules, internal communications, product descriptions and more without picking up cameras. Users can generate their own digital avatars via studio or personal devices to create sophisticated videos that feel very human.
This latest support from Adobe was valued at $2.1 billion, following Synthesia’s $180 million Series D round just three months ago. That round brought celebrities like NEA, GV, Firstmark, and Atlassian Ventures.
Approximately $150 billion worth of Adobe is best known for its Photoshop and Premiere Pro. This has been a staple food in the creative industry for a long time. Investing in Synthesia suggests where things may be headed. AI takes over more heavier lifts in content production.
It was no coincidence that they achieved recurring revenues of $100 million a year, according to Victor Riparbelli, CEO and co-founder of Synthesia. The company’s growth is largely used by existing enterprise customers on the platform to double their platform and create training videos, supportive content and internal communications.
“We are building an AI video platform for the world’s leading enterprise, and Adobe’s investment will examine that direction,” Synthesia CEO Victor Riparbelli told CNBC. “We share our vision: democratize the creation of high-quality content, making enterprise communication faster and more effective.”
At the same time, Synthesia expanded its customer base across all pricing tiers. Just two years ago, 40% of the Fortune 100 were on board. Today, that number has risen by more than 70%, reflecting a broader shift in the way large companies approach video production.
Riparbelli praises the company’s constant deployment of new features, including AI-powered localization, built-in screen recorders, and live collaboration tools. It’s all packaged with corporate-level security, making it unnegotiable for corporate buyers.
“I’m proud to hit this milestone,” Riparbelli said. “It shows how much value the platform delivers, and with Adobe you can keep moving forward.”
UK high-tech officials are also paying attention. Peter Kyle, Secretary of State for Science, Innovation and Technology, called Synthesia, “it proves that our country’s businesses can expand globally with the right environment and support.”
Founded in 2017, Synthesia has come a long way since its early days in building AI dubbing tools for the film industry. The company, which currently focuses on enterprise use, says it serves more than 60,000 companies and over 1 million users worldwide.
Synthesia’s AI video generators offer streamlined ways to build a strong position in the marketplace and turn written content into sophisticated professional videos. For businesses looking to reduce the time and costs of traditional video production, this has become a go-to solution. Today, over 60% of Fortune 100 use synthesis for everything from internal training to corporate presentations.
To address concerns about misuse, Synthesia has implemented a rigorous customer verification system and content moderation tool modeled after what is used in banking.
In short, Synthesia is riding the wave of AI, as well as shaping the way businesses talk to employees and customers. And with Adobe in the corner now, it looks like the startup is ready to continue scaling.
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