LatestSale.com Founder attended what she dubbed the Synthesia Enterprise Horizon at the AWS GenAI Data Day on 15th October 2024. The last session of the day, “The AI Video Revolution: Navigating the New Frontier of Enterprise Communications” kicked off at the AWS Software Companies Hub with Daniel Verten, Head of Strategy of Synthesia.
Verten explained to the audience how AI video is consistently transforming enterprise workflows and communications by adding significant value when compared to generative text. Combining communication efficiencies and top-line growth into the product solution, a 7-year rollercoaster journey has culminated in Synthesia establishing itself as a unicorn and the most trusted AI video platform for enterprise.
THE AI VIDEO REVOLUTION
With concerns in the film industry that jobs are at risk due to AI, Verten directed attendees to historic references and developments in imaging technology and digital developments that had created new jobs as a result and opened up opportunities that did not exist before.
“New Content in film production revolutionized digital video production,” Verten asserted.
Whilst Verten explained how film production in now truly accessible to new audiences (namely enterprises and Marketing teams within them), it is important to note that testing parameters indicate genuine use cases for those who would not use some of the more complicated editing tools on the market such as the fabulous DaVinci Resolve that is almost always used by those with high levels of technical expertise, especially when incorporating special effects and some of the more time intensive and complex high end editing techniques destined for the film industry.
The same could be said for Adobe After Effects that would not be impacted as a sector either, as this video tool could still be used in conjunction with alternative solutions due to the complexity of creating special effects that not all Marketing team members will be able to grasp. The development therefore of this new category by Synthesia is destined to optimize the skills of existing enterprise team members, ensuring that internal and even external communications channels are superlative, whilst embracing the ingenuity of AI avatar outputs that were never the mantra of existing high end video editing tools designed especially for commercial film.
With video production capabilities now expanded to a wider audience and thanks to the evolution of a new scalable way of producing content, we have reached an era where, “Consumers demand video,” (revealing) “the ethics of script, film, edit and translate” have now come of age.
SYNTHESIA AI VIDEO PRODUCTION HIGH NOTES AND FEATURES
Video content generation within 2 minutes from physical sensors to code (computation)
- Improves CX—- top line growth
- Provides a differentiated experience
- Improves conversations
- Reduces overall unit cost
THE LIONEL MESSI MESSENGER EFFECT
Synthesia showcased its improved fan engagement potential with celebrity avatars including footballer Lionel Messi as also on display during the month-long AWS GenAI Loft 2024.
As of now, Synthesia enjoys:
55,000 + customers
60% Fortune 100
Streamlining analogue to digital capabilities
Copyright concerns
AI image creators face UK & US battles, however, AI avatars generated by Synthesia by users ensures that rights are transferred to the holder or creator of each video.
SYNTHESIA AI ETHICS
The 3 Cs of AI ethics at Synthesia can be determined as follows:
Consent
Control
Collaboration
From 2017 to date, Synthesia intended to build a platform to drive business and product decisions to new heights ensuring the development of photo realistic humans within 3D spaces is facilitated via custom AI avatar creation.
Content moderation
Content moderation= Responsible AI creation
Consent= Responsible AI creation
Synthesia will not generate videos if the content does not pass the content moderation settings.
In September 2024, Synthesia became the world’s first AI video company to be certified by A-LIGN as ISO 42001 compliant, demonstrating key advancements in the enterprise’s commitment to creating responsible GenAI solutions.
In an era of controversy regarding unwanted content development such as deepfakes, Synthesia prides itself in developing robust content moderation principles, preventing the publication and output of news content or any material purporting to be a politician or well-known personality. Synthesia has furthermore established itself as the only company in its class to have “conducted a comprehensive and public red team test of its AI video platform in October 2024. Dr Rumman Chowdhury of Humane Intelligence led the test alongside NIST, the US government agency charged with innovation and industrial competitiveness.
(Daniel Verten image taken at AWS GenAI Loft 2024)