The general principle is that video content is more compelling and engaging than text or other content. Not only can this platform be used for the dozen or so training and educational videos that a company deploys each year, but it can be used in more creative ways. The startup is well aware of how this platform could be used nefariously, and has built in multiple layers of security and authentication to ensure that users are aware of how their avatar is being used in videos, with the ability to check the script or the video before it’s generated or published.
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It’s also super easy to update or edit the video without having to do any traditional video editing. and ultimately generate the video without any video creation or editing skills whatsoever. Users can then type in a script, add other components like text, images, shapes, etc. To use their own voice and avatar, Synthesia walks them through instructions on what type of video and audio they should send in. Here’s how it works: Users can choose from a library of existing actors (who get paid per video in which they appear) or upload their own video to create an avatar. Think training videos and company- or department-wide video updates. Though Synthesia’s technology could be applied to dozens of use cases, the startup is focused initially on educational content for organizations and enterprises.
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The company has just announced the close of a $12.5 million Series A funding round led by FirstMark Capital, with participation from angels Christian Bach (CEO, Netlify) and Michael Buckley (VP Communications, Twilio), as well as existing investors LDV Capital, MMC Ventures, Seedcamp, Mark Cuban, Taavet Hinrikus, Martin Varsavsky and TinyVC. Synthesia, an AI video generation platform, is looking to make video content creation as simple and efficient as possible, and FirstMark is taking a bet on it making the world better, and not worse.
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The company’s general counsel is working on a set of ethical standards for synthetic models and other imagery, including when and how to disclose that something is not in fact what it seems.As AI improves, the possibilities of what we can do with the technology grow exponentially (for better or worse). “We can do it technically but we’re going slowly in terms of deploying that to the market,” he says. Pretorius of WPP says his company is exploring many uses for AI-synthesized imagery, with creations so far including a Rembrandt-style portrait and digitally made models indistinguishable from real people. “It might lull us into a false sense of accomplishment in terms of representation without changing the ground reality,” he says.Īs synthetic imagery moves into the corporate mainstream, big brands and their ad agencies will greatly influence how people experience the technology. Subbarao Kambhampati, an AI professor at Arizona State University, says the technology is impressive but wonders whether some Rosebud clients may use diverse, synthetic models in place of real people from minority communities. “A lot of the users I am working with are minority brand owners who want to create diverse imagery to represent their user base,” says Li, who worked on the side as a model for more than 10 years before gaining a Berkeley PhD in statistics and machine learning and working as a venture capitalist. Her technology can generate models of non-binary gender, as well as different ethnicities. Helping a broader range of people to compete, without large production budgets, should encourage a broadening of beauty standards, she says.
Li, Rosebud’s CEO, says her technology should do more good than harm. Clients can create their own avatars by providing a few minutes of sample footage of a person, and customize their surroundings and voices too. After digesting some real video of a person, Synthesia’s algorithms can generate new video frames to match the movements of their face to the words of a synthesized voice, which it can create in more than two dozen languages. Select an avatar from a list, type the script, and click a button labeled “Generate video.” The company’s avatars are based on real people, who receive royalties based on how much footage is made with their image. Making a video with Synthesia’s tools can take seconds. Riparbelli says interest in his technology has grown since Covid-19 shut down many video shoots and forced some companies to launch new employee education and training schemes.
“We’re saying let's remove the camera from the equation,” he says. Victor Riparbelli, Synthesia’s CEO and cofounder, says widespread use of synthetic video is inevitable because consumers and companies have a larger appetite for video than can possibly be sated by conventional production.
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