Beginner's Guide to Synthesia: How AI Video Creation is Changing Enterprise Training

Understanding Synthesia: The Future of AI Video Platforms

Synthesia has rapidly emerged as a leader in the AI video creation space, transforming how organizations approach employee training, onboarding, and internal communication. Founded in 2017 and headquartered in London, Synthesia leverages advanced artificial intelligence—particularly natural language processing, deep learning, and machine learning—to produce high-quality videos featuring digital avatars. In 2026, the platform raised a remarkable $200 million in Series E funding, valuing the company at a staggering $4 billion. This injection of capital is fueling innovation in enterprise learning, conversational AI agents, and workforce upskilling initiatives.

With over 60,000 enterprise clients—including global giants like Bosch, Merck, and SAP—Synthesia’s platform has become a staple in modern corporate training. Its ability to generate videos in more than 160 languages makes it an invaluable tool for multinational organizations seeking scalable, cost-effective training solutions. As a user-friendly platform, Synthesia allows non-technical staff to create professional videos without the need for filming equipment or actors, dramatically reducing production time and expenses.

Core Features of Synthesia and How They Power Enterprise Learning

Digital Avatars and Multilingual Support

At the heart of Synthesia are digital avatars—synthetic characters that deliver scripted content in a natural, human-like manner. These avatars can be customized to reflect your brand’s tone, appearance, and language preferences. The platform’s multilingual capabilities mean that organizations can produce training videos tailored for diverse employee bases, fostering inclusivity and understanding across borders.

For example, a global company can deliver the same onboarding content in English, Mandarin, Spanish, and Hindi, all generated quickly and consistently. This scalability is a game-changer, enabling organizations to standardize training material while respecting linguistic and cultural nuances.

AI-Generated Video Production

Synthesia’s AI engine transforms text scripts into videos automatically. Users input a well-crafted script, select an avatar, choose the language, and customize visual elements if needed. The AI then synthesizes speech and facial expressions, creating a polished video that appears as if a human presenter delivered it. The entire process can be completed in minutes, unlike traditional video production that might require days or weeks.

This rapid turnaround empowers HR teams and L&D departments to respond quickly to new training needs, compliance updates, or product launches. It also supports iterative content development, where feedback can be incorporated swiftly into subsequent versions.

Interactive and Personalized Content

Building on basic video creation, Synthesia is advancing towards more interactive training experiences. The platform is developing AI conversational agents that enable employees to ask questions, explore scenarios through role-play, and receive tailored explanations. These features make training sessions more engaging and memorable, increasing knowledge retention.

Imagine an employee learning about cybersecurity protocols. Instead of passively watching a video, they can interact with an AI avatar, ask specific questions, and get customized responses—making the learning process more dynamic and effective.

Benefits of Using Synthesia for Enterprise Training

• Cost Efficiency: Traditional video production requires scripting, filming, editing, and actors, which can be costly and time-consuming. Synthesia reduces these costs significantly by automating the entire process.
• Speed and Scalability: Content that once took weeks can now be generated in minutes. Multiple language versions and personalized content are easily scalable, ensuring timely delivery across global teams.
• Consistency and Quality: AI ensures uniformity in messaging and visual presentation, reducing variations that often occur with human-led production.
• Engagement and Retention: Digital avatars and interactive elements make training sessions more engaging, leading to better retention and application of knowledge.
• Accessibility and Inclusivity: Multilingual support and customizable avatars help reach diverse audiences, ensuring training is inclusive and effective worldwide.

Practical Insights for Leveraging Synthesia in Your Organization

Start with Clear Objectives and Scripts

Effective videos begin with well-defined goals. Whether you aim to onboard new employees, educate on compliance, or introduce new products, clarity in your messaging is crucial. Write concise scripts that focus on key points, avoiding jargon and complex language to maximize understanding.

Customize for Your Brand and Audience

Choose avatars that align with your company's culture and tone. Consider creating custom avatars that resemble your leadership or brand mascots for a more personal touch. Tailor content to different departments or regions to ensure relevance and engagement.

Incorporate Visuals and Interactive Elements

Enhance videos with visual aids, subtitles, and embedded links or quizzes to reinforce learning. These elements make the experience more immersive and interactive, catering to different learning styles.

Measure and Optimize

Leverage Synthesia’s analytics tools to track engagement, comprehension, and feedback. Use these insights to refine your scripts and presentation style, continually improving the effectiveness of your training content.

Future Trends and Developments in AI Video Training

As of March 2026, Synthesia is pushing the boundaries of AI-driven enterprise learning. The platform is integrating conversational AI agents, allowing employees to interact more naturally with company knowledge bases. These AI agents can answer questions, simulate scenarios, and provide personalized guidance, making training more adaptive and responsive.

The company is also expanding avatar customization, enabling the creation of more human-like and diverse digital characters. Real-time video generation and seamless integration with learning management systems (LMS) are enhancing scalability and ease of deployment.

These innovations indicate a shift towards smarter, more interactive corporate training—where AI not only creates content but also enables continuous, on-demand learning tailored to individual needs.

Final Thoughts: Embracing AI for Transformative Employee Development

Synthesia exemplifies how AI video creation is revolutionizing enterprise training. Its ability to produce engaging, multilingual, and personalized content rapidly makes it an indispensable tool for modern organizations. As the platform continues to evolve with new features like conversational AI agents and enhanced customization, companies that adopt these technologies early will gain a significant competitive edge in workforce development.

For organizations looking to streamline training processes, reduce costs, and increase employee engagement, Synthesia offers a practical, scalable solution. Its role in shaping the future of internal communication and learning is clear—making AI-powered videos not just an option, but a necessity in today’s fast-paced corporate environment.

Top Use Cases of Synthesia in Corporate Marketing and Customer Support

Introduction to Synthesia’s Enterprise Impact

Since its inception in 2017, Synthesia has revolutionized how organizations approach video content creation. As an AI video platform based in London, Synthesia enables businesses to produce engaging, multilingual videos with digital avatars—without the need for traditional filming or extensive resources. With over 60,000 enterprise clients, including industry leaders like Bosch, Merck, and SAP, Synthesia’s impact on corporate marketing and customer support is undeniable. Its recent $200 million Series E funding round, led by Google Ventures and supported by Nvidia NVentures, underscores its strategic importance for enterprise learning and communication in 2026.

Harnessing Synthesia for Corporate Marketing

1. Personalized Marketing Campaigns

One of Synthesia’s standout use cases is creating personalized marketing videos at scale. Major brands leverage AI-generated videos featuring digital avatars that mirror their target audience’s preferences and language. For example, a global tech company could produce localized promotional content in over 160 languages, ensuring a consistent brand message while resonating with diverse markets.

This approach not only enhances engagement but also reduces production costs significantly. Instead of costly on-location shoots and multiple voice-over recordings, companies can generate tailored videos rapidly, enabling real-time campaign adjustments. For instance, a retail giant might launch personalized product recommendations through video emails, boosting click-through rates and conversions.

2. Launching New Products and Features

Launching a new product often requires a compelling narrative that reaches a worldwide audience. Synthesia’s AI videos allow organizations to craft dynamic launch content that is both visually appealing and linguistically inclusive. A SaaS provider, for example, could create an animated explainer video introducing new features, with avatars delivering the message in multiple languages simultaneously.

Real-world examples include multinational companies using synthesized videos to demonstrate product capabilities or share customer success stories, making the content more relatable and accessible across regions.

3. Brand Storytelling and Thought Leadership

Building brand authority involves sharing stories that resonate. Synthesia’s digital avatars enable companies to produce engaging thought leadership videos, interviews, and corporate stories without geographical or logistical constraints. These videos can be embedded on websites, social media, or used in email marketing campaigns to strengthen brand presence.

Best practices include maintaining a consistent brand voice across videos and integrating interactive elements to foster viewer engagement. For instance, a financial institution might use AI-generated videos to explain complex industry topics in simple, relatable language, establishing itself as a trusted thought leader.

Enhancing Customer Support with Synthesia

1. Multi-Lingual Customer Service Content

Customer support is a cornerstone of client satisfaction. Synthesia’s multilingual capabilities allow companies to create support videos tailored to diverse customer bases. For example, a global telecom provider can develop FAQ videos in over 160 languages, ensuring customers receive assistance in their native language.

This approach reduces language barriers and enhances user experience. Companies can update content quickly to reflect product changes or troubleshoot issues, maintaining a high standard of support without the logistical complexities of traditional video production.

2. Onboarding and Training for Support Teams

Effective training is vital for support staff to deliver quality service. Synthesia’s AI videos streamline onboarding processes by producing consistent, engaging training content. Organizations can create scenario-based videos where digital avatars demonstrate best practices, answer common queries, and simulate customer interactions.

This scalable approach accelerates onboarding, reduces training costs, and ensures support teams are well-prepared. Companies like SAP and Merck utilize such videos to upskill their employees efficiently, especially during rapid onboarding cycles or organizational changes.

3. Interactive Customer Support with AI Agents

Beyond static videos, Synthesia is advancing conversational AI agents that enable real-time interaction. These avatars can be integrated into customer support platforms, where they answer questions, provide guidance, or walk users through troubleshooting steps interactively.

For example, an AI-powered virtual assistant in a banking app might use synthesized videos to explain complex financial products, making the information more digestible. These advancements empower companies to deliver more human-like, engaging support experiences at scale.

Best Practices for Maximizing Synthesia’s Potential

• Craft Clear and Concise Scripts: Focus on key messages to keep videos engaging and effective. Short videos under 3 minutes tend to perform best.
• Personalize Content: Use AI to tailor videos based on viewer demographics, preferences, or behavior for higher engagement.
• Leverage Multilingual Capabilities: Expand reach by creating content in multiple languages, ensuring inclusivity and broader market penetration.
• Integrate Interactive Elements: Combine videos with quizzes, clickable links, or chatbots for a more immersive experience.
• Measure and Iterate: Use analytics to track engagement and optimize future videos based on viewer feedback and behavior.

Future Trends and Opportunities

As Synthesia continues to develop, expect deeper integration of AI conversational agents, real-time video generation, and enhanced avatar customization. These innovations will enable companies to create even more personalized, interactive, and scalable marketing and support solutions.

With the platform’s growing adoption, organizations will increasingly automate routine communication tasks, freeing human resources for more strategic initiatives. The focus will shift toward creating hyper-personalized, engaging content that fosters stronger customer relationships and brand loyalty.

Conclusion

Synthesia’s AI-driven video platform has become a vital tool for modern enterprises seeking to streamline marketing and customer support. Its ability to generate personalized, multilingual content rapidly empowers companies to reach diverse audiences effectively while reducing costs. From launching products to enhancing customer experience, Synthesia’s use cases are shaping the future of corporate communication in 2026 and beyond.

By adopting best practices and staying ahead of technological trends, organizations can leverage Synthesia’s capabilities to drive engagement, improve operational efficiency, and foster meaningful connections with their audiences.

Comparing Synthesia with Other AI Video Platforms: Rephrase.ai, Colossyan, and DeepBrain

Introduction: A Growing Landscape of AI Video Platforms

In recent years, AI-driven video creation tools have revolutionized how organizations produce content for training, marketing, and internal communication. Among these, Synthesia has emerged as a leader, thanks to its user-friendly interface, extensive language support, and impressive enterprise adoption. However, the AI video platform market is competitive, with players like Rephrase.ai, Colossyan, and DeepBrain offering unique features tailored to specific needs.

As of 2026, Synthesia's recent $200 million Series E funding, led by Google Ventures and other prominent investors, underscores its dominant position and rapid growth. But for organizations aiming to select the best platform for their specific requirements, understanding the key differences, strengths, and limitations of each option is essential. This article provides an in-depth comparison of Synthesia with Rephrase.ai, Colossyan, and DeepBrain, analyzing features, pricing structures, scalability, and suitability for various enterprise use cases.

Core Features and Capabilities

Synthesia: Versatility with Digital Avatars and Multilingual Support

Synthesia's core strength lies in its ability to generate professional videos featuring customizable digital avatars, capable of speaking in over 160 languages. Its intuitive interface allows non-technical users to create high-quality videos rapidly, making it ideal for enterprise training, marketing, and internal communications. The platform also supports rich customization, including backgrounds, visuals, and interactive elements.

Recent developments in 2026 have seen Synthesia expand its AI conversational agents, enabling employees to interact with company knowledge bases using natural language. This makes Synthesia not just a video creation tool but a component of intelligent enterprise learning ecosystems.

Rephrase.ai: Personalized Marketing and Customer Engagement

Rephrase.ai specializes in creating highly personalized videos, particularly for marketing and customer engagement. Its platform emphasizes dynamic video generation that adapts to individual viewer data, making it a favorite among marketing teams seeking hyper-targeted content. Rephrase.ai offers a variety of avatar styles, primarily focused on realistic human-like appearances, and integrates seamlessly with CRM systems for personalized outreach.

While Rephrase.ai is less focused on multilingual support compared to Synthesia, its strength lies in delivering highly tailored, engaging videos at scale for customer onboarding and conversion campaigns.

Colossyan: Ease of Use and Rapid Content Production

Colossyan offers a simple, user-friendly interface focused on rapid video production. It provides a library of avatars and backgrounds, allowing users to create videos quickly with minimal technical expertise. Colossyan also emphasizes its AI-driven script-to-video automation, making it suitable for organizations that need to produce training or internal communication videos fast.

Compared to Synthesia, Colossyan's customization options are more limited but excel in speed and ease of use, appealing to teams looking for quick turnaround times.

DeepBrain: Hyper-Realistic Avatars for Customer Support

DeepBrain distinguishes itself with its hyper-realistic digital avatars, designed primarily for customer support, virtual assistants, and broadcast media. Its avatars exhibit advanced facial expressions and lip-syncing, creating a more natural, human-like interaction. DeepBrain’s platform emphasizes realism and emotional engagement, making it suitable for scenarios where authenticity and rapport are critical.

However, its customization and multilingual capabilities are somewhat more limited than Synthesia, positioning it as a niche solution for customer-facing applications requiring high fidelity in avatar realism.

Pricing and Scalability

Synthesia: Enterprise-Ready with Tiered Pricing

Synthesia’s pricing model is designed to cater to large organizations, with tiered plans that accommodate varying levels of usage. Its enterprise plans include unlimited video generation, team collaboration features, and dedicated support. Recent estimates suggest that the platform’s cost-effectiveness becomes evident when producing hundreds or thousands of videos, especially given its multilingual support and AI-powered customization.

Its scalable infrastructure, backed by significant funding, enables it to serve over 60,000 enterprise clients, including giants like Bosch, Merck, and SAP.

Rephrase.ai: Flexible but Custom Pricing

Rephrase.ai offers flexible pricing tailored to individual campaign needs, often based on the volume of personalized videos produced. While specific pricing details are typically available upon request, its platform is optimized for campaigns requiring targeted personalization, making it suitable for marketing teams aiming for high conversion rates.

Colossyan: Cost-Effective for Small to Medium Teams

Colossyan provides affordable subscription plans, emphasizing rapid content creation for internal communication and training. Its straightforward pricing structure makes it accessible for small to medium-sized enterprises or teams with limited budgets.

DeepBrain: Premium for Realism

DeepBrain’s focus on hyper-realistic avatars often comes with a premium price point, reflecting its technological sophistication. It’s best suited for organizations prioritizing avatar realism over volume or multilingual support.

Suitability for Different Enterprise Needs

Large-Scale Enterprise Learning and Internal Communication

Synthesia’s versatility, multilingual capabilities, and AI-driven conversational agents make it well-suited for large organizations seeking scalable employee training, onboarding, and internal updates. Its ability to produce consistent, branded content in various languages at scale is a significant advantage.

Marketing and Customer Engagement

Rephrase.ai excels here, offering personalized video campaigns that can be tailored to individual customer profiles. Its dynamic content generation boosts engagement and conversion, making it ideal for marketing teams focused on hyper-targeted outreach.

Rapid Internal Communication and Training

Colossyan’s simplicity and speed make it perfect for internal communications that require quick turnaround times. Smaller teams or departments needing straightforward training videos will find it a practical choice.

Customer Support and Virtual Assistance

DeepBrain’s realistic avatars provide a compelling solution for customer service bots, virtual assistants, or media broadcasts where emotional connection and authenticity are paramount.

Final Insights: Making the Right Choice

Choosing between Synthesia, Rephrase.ai, Colossyan, and DeepBrain hinges on your organization's specific needs. If you require a highly scalable, multilingual platform with advanced conversational AI, Synthesia is unmatched. Its recent investments and innovations position it as a future-proof solution for enterprise learning and communication.

For personalized marketing campaigns, Rephrase.ai’s focus on dynamic, tailored videos offers a compelling advantage. Meanwhile, Colossyan’s ease of use and rapid production capabilities suit teams with quick turnaround requirements. DeepBrain, with its focus on hyper-realistic avatars, addresses niche applications demanding high emotional engagement.

Ultimately, aligning platform capabilities with your strategic objectives—whether broad enterprise communication, targeted marketing, or customer support—will determine the best fit. Regularly reviewing technological advancements and pricing options ensures your organization leverages the most effective AI video solutions as the landscape evolves in 2026.

In the context of Synthesia’s ongoing growth and innovation, understanding these differences helps organizations harness AI video technology to enhance communication, training, and engagement at scale, staying ahead in a competitive digital environment.

Emerging Trends in AI Video Technology: What’s Next for Synthesia and Digital Avatars

Introduction: The Rapid Evolution of AI Video Platforms

Over the past few years, AI video technology has undergone a transformative journey, driven by advances in machine learning, natural language processing, and computer graphics. Synthesia, a London-based AI video platform, has positioned itself at the forefront of this revolution. With a recent $200 million Series E funding round led by Google Ventures, and a valuation soaring to $4 billion, the company’s trajectory signals significant shifts not only in enterprise video creation but also in how digital avatars and conversational AI are shaping the future of communication.

As of 2026, Synthesia’s technology continues to mature, promising innovations that will redefine corporate training, marketing, customer support, and internal communication. But what exactly are these emerging trends, and how will they influence the landscape of AI video technology moving forward? Let’s explore the key developments shaping this dynamic field.

Expanding Multilingual and Cultural Capabilities

Breaking Language Barriers with Multilingual Support

One of Synthesia’s most groundbreaking features has been its support for over 160 languages, making global content localization more accessible and cost-effective. As AI models become more sophisticated, expect this multilingual support to become even more seamless and nuanced. Future developments will likely focus on accent realism, dialect-specific nuances, and cultural sensitivities, enabling digital avatars to deliver content that feels genuinely native.

This evolution will be crucial for multinational corporations aiming to deliver consistent training and marketing messages across diverse regions, without the logistical complexity of traditional video production. Moreover, AI-driven real-time translation and lip-syncing will push this trend further, allowing a single avatar to switch seamlessly between languages during a live or recorded session.

Practical Takeaway

• Invest in platforms that support dynamic, multi-language content to maximize global reach.
• Leverage AI translation and lip-syncing tools for real-time, localized communication.

Hyper-Realistic Avatars and Personalization

The Rise of Hyper-Realism in Digital Avatars

While early digital avatars were visibly artificial, recent breakthroughs in deep learning and computer graphics are enabling hyper-realistic, emotionally expressive avatars. Synthesia’s ongoing R&D aims to create avatars that can convey subtle facial expressions, gestures, and even mimic human imperfections, making interactions more authentic and engaging.

This trend aligns with the broader demand for personalized experiences. Enterprises can now craft avatars that reflect brand identity, regional characteristics, or even individual employee preferences—transforming static, generic figures into dynamic, relatable digital personas.

Impact on Enterprise Use

• Enhanced employee engagement through avatars that feel genuinely human-like.
• More effective customer support avatars capable of empathetic interactions.
• Tailored training modules featuring avatars that adapt to individual learning styles.

Practical Takeaway

• Experiment with customization options to align avatars with brand and cultural identity.
• Use hyper-realistic avatars to increase emotional connection and message retention.

Conversational AI and Interactive Video Experiences

From Passive Viewing to Active Interaction

One of the most exciting developments is the integration of conversational AI agents within video content. Instead of passively watching a video, users can now ask questions, explore scenarios, or receive tailored explanations through AI-powered avatars. Synthesia’s advancements in natural language understanding are enabling these interactive experiences, making learning and support more intuitive.

This shift from static videos to dynamic, conversational environments is a game-changer for enterprise training and knowledge management. Employees or customers can engage with AI avatars in real time, leading to more personalized, efficient, and memorable interactions.

Practical Takeaway

• Incorporate conversational AI into training modules to foster active learning.
• Design avatar interactions that simulate real-world scenarios for better skill transfer.

Real-Time Video Generation and Automation

Speed and Scalability in Content Creation

Advances in AI processing power and model efficiency are making real-time video generation a tangible reality. Synthesia’s platform is increasingly capable of producing videos on the fly, reducing production time from days to minutes. This capability is vital for enterprises needing quick updates, crisis communication, or personalized content at scale.

Automation also opens doors for dynamic content adjustments—such as updating data or messaging in real time—without reshooting or manual editing. This agility ensures organizations remain relevant and responsive in fast-changing environments.

Impact on Enterprise Use

• Reduce content creation costs and turnaround times significantly.
• Enable personalized, timely communication for diverse stakeholder groups.
• Support large-scale, on-demand training and onboarding programs.

Future Outlook and Practical Implications

Looking ahead, the confluence of these trends suggests a future where AI video technology becomes even more embedded in daily business operations. Companies will increasingly rely on hyper-personalized, multilingual, and interactive digital avatars for a wide range of applications—from onboarding to customer engagement and beyond.

Investments in AI research and large-scale deployment, like Synthesia’s recent funding, indicate a commitment to continuous innovation. The integration of AI agents into enterprise ecosystems will facilitate more natural, human-like interactions, making digital communication indistinguishable from real person-to-person exchanges in many contexts.

However, organizations must also consider ethical and privacy issues, ensuring responsible AI use and safeguarding sensitive data. As these technologies evolve, establishing clear guidelines and transparency will be crucial to maintaining trust and maximizing benefit.

Conclusion: Embracing the Next Generation of AI Video and Digital Avatars

Emerging trends in AI video technology are poised to revolutionize enterprise communication, training, and customer support. Synthesia’s innovations—ranging from hyper-realistic, customizable avatars to conversational AI—are setting the stage for a future where digital interactions are more natural, personalized, and scalable than ever before. Companies that proactively adopt these technologies will gain a competitive edge, fostering more engaging, efficient, and human-like digital experiences.

As Synthesia continues to push the boundaries of AI video, understanding these trends and integrating them into organizational strategies will be key to thriving in the evolving digital landscape of 2026 and beyond.

How to Create Engaging Employee Training Videos with Synthesia: Step-by-Step Guide

Introduction

In the rapidly evolving landscape of enterprise learning, engaging and effective training content is essential. Traditional training videos often fall short in capturing employee attention or delivering complex concepts in an accessible way. That’s where Synthesia, an AI-powered video platform with a valuation of $4 billion, comes into play. With its ability to generate professional-quality videos featuring digital avatars in over 160 languages, Synthesia streamlines the creation of captivating employee training videos. This guide walks HR and Learning & Development professionals through a practical, step-by-step process to develop compelling training content using Synthesia’s platform.

Understanding the Power of Synthesia for Training

Synthesia’s innovative AI technology allows organizations to produce scalable, personalized, and engaging training videos without the need for expensive filming crews or actors. Its user-friendly interface means that even non-technical users can craft high-quality videos rapidly—making it ideal for large-scale workforce upskilling, onboarding, and internal communication. As of 2026, Synthesia continues to expand its capabilities, including conversational AI agents that enable employees to interact with company knowledge bases naturally. This trend signifies a move toward more interactive, human-like learning experiences.

Step 1: Planning and Scripting Your Training Video

Define Clear Objectives

Start by pinpointing the specific learning goals of your training session. Are you introducing new policies, demonstrating procedures, or fostering soft skills? Clear objectives ensure your content stays focused and relevant.

Create a Concise Script

Effective training videos are short and impactful. Aim for under three minutes per video to maintain engagement. Write in simple, straightforward language, emphasizing key points. Break complex information into digestible segments, and consider including real-world examples or analogies to clarify concepts.

• Use bullet points or numbered lists for step-by-step instructions.
• Incorporate questions or prompts to encourage reflection.

Leverage Data-Driven Content

Current trends show that personalized, data-backed training boosts retention. Use insights from your HR analytics to tailor scripts that resonate with your audience’s roles and skill levels.

Step 2: Setting Up Your Synthesia Project

Create a New Video Project

Log into your Synthesia account and start a new project. Choose the language and style that align with your company’s branding and audience preferences. Synthesia supports over 160 languages, enabling global organizations to localize content effortlessly.

Select or Customize a Digital Avatar

You can select from a library of realistic digital avatars that suit your training tone—be it professional, friendly, or approachable. For a more personalized experience, consider customizing an avatar to reflect your corporate identity or creating a new one for consistent branding across all training materials.

Design Your Video Layout

Decide on backgrounds, visuals, and on-screen text. Synthesia allows you to embed images, slides, and subtitles, making your videos more engaging and accessible. For instance, overlay diagrams or bullet points as the avatar speaks to reinforce key messages.

Step 3: Uploading and Processing Your Script

Input Your Script

Copy and paste your prepared script into Synthesia’s text editor. The platform’s natural language processing ensures that the avatar’s delivery sounds natural and fluid. For best results, keep sentences short and conversational.

Preview and Adjust Pronunciations

Review the generated preview to assess delivery quality. If certain words are mispronounced or the pacing feels off, use Synthesia’s pronunciation editor to fine-tune speech. This step is crucial for maintaining professionalism and clarity in your training videos.

Adding Interactivity and Visuals

Enhance engagement by embedding interactive elements, such as clickable links or quizzes, within the video. Additionally, incorporate visuals like charts, infographics, or screen recordings to illustrate procedures or concepts more effectively.

Step 4: Finalizing and Publishing Your Video

Review the Complete Video

Watch the full version to ensure all elements—audio, visuals, timing—are cohesive. Solicit feedback from colleagues or pilot test groups to identify areas for improvement.

Make Necessary Edits

Utilize Synthesia’s editing tools to tweak content, replace avatars, or adjust timing. Small refinements can significantly improve viewer engagement and comprehension.

Download or Share Directly

Once satisfied, download the video in your preferred format or share it directly through your Learning Management System (LMS), intranet, or communication channels. Synthesia’s platform supports seamless integration with enterprise systems, accelerating deployment.

Best Practices for Creating Engaging Training Videos

• Keep it concise: Aim for brevity to maintain attention.
• Use high-quality visuals: Complement narration with relevant images and graphics.
• Personalize content: Tailor scripts and avatars to your company culture and audience demographics.
• Include subtitles: Improve accessibility and reinforce learning points.
• Test and iterate: Gather feedback and refine your videos regularly.

Emerging Trends and Future Opportunities

As of 2026, Synthesia's ongoing innovations include AI conversational agents that allow employees to interact with training content more naturally. Imagine an avatar that responds to questions or guides users through scenarios in real-time, making training sessions more interactive and personalized. Additionally, the platform's expanding customization options enable organizations to develop diverse digital avatars that better reflect their brand identity.

These advancements, combined with large-scale workforce upskilling initiatives funded by recent investments, are transforming enterprise learning. HR and L&D professionals who leverage Synthesia’s capabilities can create dynamic, engaging, and scalable training content that keeps pace with organizational growth and technological change.

Conclusion

Creating engaging employee training videos with Synthesia is a practical process that combines careful planning, scripting, and strategic use of AI technology. By following this step-by-step guide, HR and L&D professionals can produce compelling, accessible content that enhances learning outcomes, fosters engagement, and supports workforce development. As Synthesia continues to innovate, embracing these tools will be crucial for organizations aiming to stay ahead in a competitive, digital-first world.

The Role of Synthesia’s Digital Avatars and AI Agents in Workforce Upskilling

Transforming Employee Development with Digital Avatars

In recent years, the evolution of AI-driven technologies has revolutionized how companies approach workforce training and development. Synthesia’s digital avatars, powered by sophisticated artificial intelligence, have emerged as a game-changer in this space. These virtual representations are not just visually engaging but serve as versatile tools for delivering tailored learning experiences across diverse organizational contexts.

Unlike traditional training videos that often require significant resources—filming, editing, scheduling—Synthesia enables rapid, scalable content creation. Organizations can craft personalized training modules with realistic digital avatars that speak in over 160 languages, ensuring global reach and inclusivity. This democratization of content production helps companies address language barriers and cultural nuances, making learning more accessible and engaging for all employees.

One key advantage is the consistency and personalization that AI avatars offer. For instance, a manufacturing firm could deploy a digital avatar to demonstrate safety protocols across its worldwide locations, ensuring uniform messaging. Meanwhile, in a corporate setting, avatars can adapt their tone and content based on employee roles, learning levels, or individual preferences, making training more relevant and effective.

AI Agents as On-Demand Knowledge Navigators

Conversational AI for Real-Time Learning

Beyond static video content, Synthesia is pioneering the integration of conversational AI agents—interactive, human-like digital assistants that facilitate continuous learning. These AI agents serve as on-demand knowledge brokers, allowing employees to ask questions, explore scenarios, or receive tailored explanations in a natural, conversational manner.

Imagine an employee troubleshooting a complex system issue. Instead of sifting through manuals or waiting for support, they can simply ask an AI agent embedded within their corporate platform. The agent, powered by advanced natural language processing, provides instant, context-aware guidance, significantly reducing downtime and boosting confidence.

Recent developments in 2026 have expanded these capabilities to include scenario-based role-play, where employees can practice customer interactions or crisis management with AI-driven avatars. This immersive, interactive approach enhances retention and prepares staff for real-world situations more effectively than traditional methods.

Personalized Learning and Continuous Upskilling

One of the most compelling aspects of Synthesia’s AI tools is their ability to facilitate personalized learning journeys. Unlike generic training modules, AI-powered avatars and agents adapt to individual progress, learning styles, and specific skill gaps.

For example, a sales team member struggling with a new product feature can receive customized tutorials delivered by a digital avatar that explains concepts at their preferred pace. The AI agents can track progress, recommend next steps, and even suggest supplementary content, creating a seamless, self-directed learning experience.

This level of personalization aligns with the broader trend of continuous upskilling, essential in today’s rapidly evolving workplace. According to recent industry data, companies investing in tailored digital learning solutions see a 30% increase in employee engagement and a 20% reduction in onboarding time, translating into faster productivity ramp-up.

Practical Applications and Business Impact

Organizations across sectors are harnessing Synthesia’s technology for various use cases, including:

• Employee Onboarding: Digital avatars introduce new hires to company culture, policies, and tools in a friendly, approachable manner, accelerating integration.
• Technical Training: Interactive AI agents help technical teams master complex procedures, reducing errors and improving safety standards.
• Leadership Development: Executives can participate in simulated scenarios with AI avatars, honing decision-making and communication skills in a risk-free environment.
• Customer Support and Internal Communication: AI avatars deliver consistent messaging across channels, ensuring clarity and engagement in internal updates and external messaging.

As of early 2026, Synthesia’s platform has surpassed 60,000 enterprise clients, including industry giants like Bosch, Merck, and SAP, demonstrating broad adoption. Its annual recurring revenue exceeded $100 million in April 2025, reflecting strong market validation.

Moreover, the recent $200 million Series E funding round, led by Google Ventures and including Nvidia NVentures, underscores investor confidence in the platform’s potential to redefine workforce development on a global scale. These funds are fueling innovations in AI-powered enterprise learning, including more sophisticated conversational agents and large-scale upskilling solutions.

Actionable Insights for Implementing AI-Driven Upskilling

To leverage Synthesia’s digital avatars and AI agents effectively, organizations should consider the following best practices:

• Identify Clear Learning Objectives: Define specific skills or knowledge gaps to tailor avatar content and AI interactions accordingly.
• Start Small and Scale: Pilot AI-enabled training modules with select teams, gather feedback, and expand gradually to ensure smooth adoption.
• Customize and Personalize: Use AI to adapt content based on employee roles, learning styles, and progress for maximum engagement.
• Integrate with Existing Systems: Embed AI agents within LMS, HR platforms, or communication tools to streamline access and tracking.
• Monitor and Iterate: Use analytics to measure engagement and learning outcomes, refining content and AI interactions over time.

By embracing these strategies, companies can create a dynamic, personalized learning ecosystem that keeps pace with rapid technological and industry changes, ultimately fostering a more skilled, adaptable workforce.

Conclusion

Synthesia’s digital avatars and conversational AI agents are transforming workforce upskilling from static, one-size-fits-all training to dynamic, personalized learning experiences. Their ability to deliver engaging content in multiple languages, facilitate real-time knowledge sharing, and support immersive scenario-based training positions them as essential tools in the future of employee development.

As AI technology continues to evolve and scale, organizations that leverage these innovations will gain a competitive edge by cultivating a more competent, confident, and agile workforce. Synthesia’s ongoing advancements and substantial funding highlight its central role in shaping the next generation of enterprise learning solutions, making workforce upskilling more accessible, effective, and personalized than ever before.

Synthesia’s Funding and Growth: What the $200M Series E Means for AI Video Innovation

Introduction: A Turning Point in AI Video Technology

In early 2026, Synthesia, a London-based leader in AI-powered video creation, announced a monumental milestone—raising $200 million in a Series E funding round. Led by industry giants like Google Ventures and Nvidia NVentures, this infusion of capital not only elevates Synthesia’s valuation to an impressive $4 billion but also signals a significant leap forward for AI video technology globally.

This round of funding marks a pivotal moment, positioning Synthesia at the forefront of enterprise AI solutions. It sets the stage for accelerated product development, expanded market reach, and a future where AI-driven videos become the standard for corporate communication, training, and customer engagement.

The Significance of the $200 Million Series E

Driving Innovation in AI Product Development

One of the primary outcomes of this funding boost is the rapid advancement of Synthesia’s core AI technology. With over 60,000 enterprise clients—including major corporations like Bosch, Merck, and SAP—the company aims to enhance its digital avatars, conversational AI agents, and interactive video capabilities.

Investments will focus on refining natural language processing, making avatars more realistic and human-like, and developing AI agents capable of engaging in complex interactions. For example, future AI avatars could serve as virtual trainers or customer support agents, providing personalized, real-time assistance at scale.

Moreover, the funding enables Synthesia to invest in large-scale, customizable AI avatars, making them more diverse and culturally sensitive—crucial for global enterprises seeking localized communication strategies.

Expanding Market Presence and Client Base

The global demand for AI-driven training and communication tools is soaring. The funding allows Synthesia to accelerate its expansion into new regions and industry verticals. Its multilingual platform, supporting over 160 languages, positions it well to serve diverse markets—from North America and Europe to Asia and Africa.

As of March 2026, Synthesia's growth reflects a broader trend: companies are increasingly adopting AI video solutions for employee onboarding, internal communications, and marketing campaigns. This influx of capital means more tailored solutions, dedicated customer success teams, and strategic partnerships to deepen market penetration.

Fostering Workforce Upskilling and Enterprise Learning

One of the standout objectives of this funding round is to bolster enterprise learning initiatives. Synthesia is developing AI tools that can transform traditional employee training by delivering engaging, personalized content at scale. Imagine AI avatars that adapt to individual learning paces or simulate real-world scenarios for hands-on experience.

With the rise of remote work and digital transformation, companies are investing heavily in upskilling their workforce. Synthesia’s AI-powered solutions promise to make this process more efficient, cost-effective, and accessible across industries.

The Strategic Backers: Google Ventures and Nvidia NVentures

The involvement of Google Ventures and Nvidia NVentures underscores the strategic importance of Synthesia’s technology. Google’s deep expertise in AI and cloud computing complements Synthesia’s vision of scalable, intelligent video solutions. Nvidia’s leadership in graphics processing and AI acceleration provides the technical backbone for creating hyper-realistic avatars and real-time interactions.

This partnership brings not only funding but also access to advanced research, infrastructure, and potential integration with other cutting-edge AI tools. It positions Synthesia to push the boundaries of what’s possible in AI video creation and conversational AI.

The Future of AI Video: Trends and Opportunities

Real-Time, Interactive AI Experiences

Looking ahead, Synthesia’s growth indicates a shift toward real-time, interactive video content. AI avatars will evolve from pre-recorded presenters to dynamic agents capable of engaging in fluid conversations, exploring scenarios, and answering complex questions.

This trend aligns with the broader movement toward immersive, human-like AI interfaces—think virtual onboarding assistants or customer service reps that feel genuinely personable and responsive.

Personalization at Scale

Personalization remains a key driver. AI video platforms like Synthesia will enable organizations to tailor content for individual learners, customers, or employees automatically. For example, a marketing video could dynamically customize messaging based on viewer preferences, increasing engagement and conversion rates.

Furthermore, AI-generated videos will become more diverse, culturally aware, and inclusive, addressing global audiences with sensitivity and authenticity.

Integration with Enterprise Systems

As Synthesia continues to grow, expect tighter integration with enterprise LMS, CRM, and communication platforms. This will facilitate seamless content creation, distribution, and analytics—making AI video a core component of digital workplace strategies.

Real-time analytics will help organizations measure engagement, optimize content, and personalize learning pathways, ensuring AI video solutions deliver measurable business outcomes.

Practical Takeaways for Businesses

• Invest in AI Video for Training and Communication: Leverage Synthesia’s platform to create scalable, engaging training videos that reduce costs and improve knowledge retention.
• Personalize Customer Interactions: Use AI avatars to deliver tailored marketing or support experiences, increasing customer satisfaction and loyalty.
• Prepare for Real-Time, Interactive Content: Stay ahead by exploring AI-driven conversational agents that can handle complex interactions and role-playing scenarios.
• Support Workforce Upskilling: Integrate AI-generated training modules into your learning ecosystem to facilitate continuous employee development.

Conclusion: A New Era for AI Video Innovation

The $200 million Series E funding round for Synthesia not only validates its leadership position but also accelerates the evolution of AI video technology. With backing from Google Ventures and Nvidia, the company is poised to unlock new capabilities—making AI-generated videos more realistic, interactive, and integral to enterprise operations.

As we move further into 2026, the convergence of AI, automation, and multimedia content will redefine how organizations communicate, train, and engage. Synthesia’s growth exemplifies this shift, heralding a future where AI-driven video solutions become ubiquitous in the corporate landscape.

For businesses aiming to stay competitive, embracing these innovations now will be key to transforming their communication strategies and workforce development initiatives in the years to come.

Case Study: How Major Enterprises Like Bosch and SAP Use Synthesia for Internal Communication

Introduction: Transforming Internal Communication with AI Video

In the rapidly evolving landscape of enterprise communication, organizations are seeking innovative ways to engage employees, streamline information flow, and enhance training efficacy. Synthesia, the London-based AI video platform valued at $4 billion after a recent $200 million Series E funding round led by Google Ventures, has emerged as a game-changer for large corporations. With its ability to generate multilingual videos featuring digital avatars, Synthesia enables companies to deliver consistent, scalable, and engaging internal messages. Among its notable clients are industry giants like Bosch and SAP, who leverage this technology for internal updates, training, and executive communication—achieving tangible benefits and setting new standards in corporate communication.

Why Major Enterprises Turn to Synthesia

Large enterprises face unique challenges when it comes to internal communication. Dispersed global teams, diverse languages, and the need for rapid content dissemination demand solutions that are scalable, cost-effective, and engaging. Synthesia addresses these needs through its AI-powered platform that allows non-technical teams to produce professional-quality videos quickly and easily.

By integrating Synthesia into their communication workflows, companies can:

• Reduce production costs associated with traditional video creation
• Ensure message consistency across different regions and languages
• Accelerate the delivery of updates and training materials
• Enhance engagement with human-like digital avatars that resonate more effectively than text or static images

For organizations like Bosch and SAP, these advantages translate into more agile internal communication strategies, improved employee understanding, and higher retention of critical corporate messages.

Case Study 1: Bosch’s Use of Synthesia for Employee Training and Internal Updates

Background and Objectives

Bosch, a global leader in engineering and technology, faced the challenge of delivering consistent training and internal updates across its multiple locations worldwide. Traditional video production methods were slow, costly, and often lacked localization flexibility. Bosch aimed to create a scalable solution that could quickly produce multilingual training videos tailored to diverse employee groups.

Implementation and Workflow

Bosch adopted Synthesia to streamline its internal communication processes. Using the platform, the HR and corporate communications teams scripted short videos covering topics such as safety procedures, product updates, and compliance guidelines.

They selected digital avatars that matched the company's professional tone and localized the content into over 20 languages, including Mandarin, Spanish, and German. The process was straightforward: script upload, avatar selection, customization, and video generation—often completed within hours rather than days or weeks.

Results and Benefits

Post-implementation, Bosch reported a significant reduction in training costs—up to 40% compared to traditional video production. The rapid turnaround allowed for real-time updates, especially critical during product launches or safety recalls. Employee feedback highlighted increased engagement and clarity, with many appreciating the personalized, localized approach.

Moreover, Bosch's internal analytics revealed higher completion rates and better retention, demonstrating the effectiveness of AI-generated videos in enhancing learning outcomes.

Case Study 2: SAP’s Deployment of Synthesia for Executive Communications and Global Town Halls

Background and Objectives

SAP, a global software enterprise, sought to improve executive communication, especially in the wake of remote work trends. The goal was to create a more personal connection with employees, ensure message consistency, and reduce the logistical complexities of organizing large-scale town halls across multiple time zones.

Implementation and Workflow

SAP's communications team integrated Synthesia to produce short, impactful videos featuring company executives. Using the platform, they created digital avatars of key leaders who could deliver messages in multiple languages with natural speech synthesis.

This approach allowed SAP to produce weekly updates, motivational messages, and Q&A summaries efficiently. The videos were embedded into internal portals and communicated via email and collaboration tools like Slack and Microsoft Teams.

Results and Benefits

SAP achieved a 30% increase in employee engagement with internal messages, measured through click-through and view rates. The consistency of messaging helped reinforce corporate values, while the multilingual capabilities ensured inclusivity for their global workforce.

Additionally, the cost savings were notable: SAP reduced its internal communication expenses by nearly 25% compared to previous live town hall events, freeing up resources for other strategic initiatives.

Lessons Learned and Practical Takeaways

From these case studies, several key insights emerge for organizations considering Synthesia for internal communication:

• Start with clear objectives: Define whether the goal is training, updates, or leadership engagement. Tailoring content accordingly maximizes impact.
• Leverage multilingual capabilities: Synthesia’s support for over 160 languages allows for truly global reach, ensuring inclusivity and consistency.
• Focus on script quality: Engaging and concise scripts are crucial, as AI avatars work best when delivering clear messages.
• Iterate and gather feedback: Pilot videos can provide insights into tone, clarity, and engagement, enabling continuous refinement.
• Integrate automation: Combining AI video with existing LMS platforms or communication tools can streamline dissemination and tracking.

Furthermore, organizations should be mindful of maintaining a balance between automation and human touch. While AI avatars are highly effective, blending video messages with real human interactions can enhance authenticity and emotional connection.

Future Outlook: AI-Driven Enterprise Communication in 2026 and Beyond

As Synthesia continues to innovate—developing AI conversational agents and expanding avatar customization—enterprise communication will become even more dynamic. Companies like Bosch and SAP are already experiencing the benefits of AI-powered video content: faster production, cost savings, and enhanced engagement.

In the near future, expect to see AI avatars capable of real-time interactions, enabling employees to ask questions and receive tailored responses—transforming internal portals into interactive, human-like knowledge hubs. This evolution aligns with broader trends in workforce upskilling and digital transformation, driven by the massive investments fueling Synthesia’s growth.

Conclusion: Embracing AI Video for Competitive Advantage

Major enterprises like Bosch and SAP exemplify how AI video platforms such as Synthesia are revolutionizing internal communication. By harnessing digital avatars to deliver consistent, multilingual, and engaging content at scale, these organizations are not only improving operational efficiency but also fostering a more connected and informed workforce.

As AI technology matures, the ability to produce personalized, interactive, and real-time content will become a key differentiator for enterprises aiming to stay competitive in an increasingly digital world. Synthesia’s rapid growth and expanding capabilities position it as a vital tool in the future of enterprise learning and communication strategies.

Predictions for the Future of AI Video Platforms: Will Synthesia Dominate Enterprise Learning?

Emerging Trends and Industry Landscape

AI video platforms are reshaping how enterprises communicate, train, and engage their workforce. Synthesia, as one of the leading players, has positioned itself at the forefront thanks to its innovative approach to digital avatars and multilingual video creation. With its recent $200 million Series E funding round led by Google Ventures and participation from Nvidia NVentures, Synthesia's valuation now surpasses $4 billion—underscoring industry confidence in its future potential.

Market analysts predict that the AI video platform industry will grow exponentially over the next five years, driven by the increasing demand for scalable, cost-effective, and engaging enterprise communication tools. According to recent data, the global AI video market is expected to reach $11.56 billion by 2027, growing at a CAGR of over 40%. Synthesia's early investments in conversational AI, avatar customization, and large-scale workforce upskilling position it uniquely to capitalize on this momentum.

Competitive Landscape: Who Are the Key Players?

While Synthesia dominates in enterprise learning, it faces competition from platforms like Rephrase.ai, DeepBrain, and Colossyan. Rephrase.ai emphasizes personalized marketing videos, whereas DeepBrain offers hyper-realistic avatars tailored for customer support. However, Synthesia’s extensive language support (over 160 languages), ease of use, and customizable avatars give it a competitive edge, especially for global organizations.

Nevertheless, the market is still highly fragmented, with startups and tech giants investing heavily in AI-driven video solutions. For example, Meta and Microsoft are developing their own AI avatar tools, aiming to integrate them within broader enterprise ecosystems. But Synthesia’s early focus on enterprise training, internal communication, and its proven record of over 60,000 clients—including Bosch, SAP, and Merck—gives it a strong foundation to maintain market leadership.

Technological Advancements Shaping the Future

Enhanced Avatar Realism and Customization

Advances in deep learning and natural language processing are enabling Synthesia to create more human-like, expressive digital avatars. As of 2026, the platform has introduced avatars capable of subtle emotional expressions, making interactions more natural and engaging. Customization options continue to expand, allowing enterprises to craft avatars that reflect their brand personality and cultural context.

Conversational AI and Interactive Video Content

The next frontier for Synthesia involves AI-powered conversational agents. With recent developments, employees can now ask questions or explore scenarios via AI avatars that deliver tailored, real-time responses. This interactive mode transforms static training into dynamic, immersive learning experiences, dramatically improving retention and engagement.

For instance, a manufacturing company might deploy an AI avatar to simulate safety procedures, allowing employees to practice in a virtual environment that responds to their questions and actions. Such capabilities are expected to become standard, especially in sectors requiring complex skill development.

Real-Time Video Generation and Automation

Automation will further streamline content creation. Synthesia is investing in real-time video generation, where scripts can be converted into videos almost instantaneously. This accelerates content updates, enabling organizations to quickly disseminate new policies, product launches, or critical information.

Moreover, integration with other AI tools like NotebookLM or Eleven Labs allows for richer multimedia content, including voice synthesis and real-time captioning, enhancing accessibility and interactivity.

Will Synthesia Dominate Enterprise Learning?

Given its recent funding, technological innovations, and broad enterprise adoption, Synthesia is well-positioned to lead the future of AI video platforms in enterprise learning. But will it truly dominate? Several factors suggest a strong likelihood.

Strengths Supporting Domination

• Comprehensive Multilingual Capabilities: The ability to produce content in over 160 languages makes it ideal for multinational corporations seeking consistent training across diverse regions.
• User-Friendly Platform: Non-technical users can create professional videos rapidly, reducing reliance on traditional video production teams and lowering costs.
• Large-Scale Upskilling Focus: The company's focus on developing AI agents for knowledge interaction aligns with the enterprise need for continuous workforce development.
• Strong Funding and Partnerships: Backed by leading investors, Synthesia is well-equipped for ongoing R&D and market expansion.

Potential Challenges and Risks

Despite its strengths, Synthesia faces hurdles. The perception of AI avatars as impersonal could impact emotional engagement, especially in roles requiring empathetic communication. Data privacy concerns also persist, as sensitive enterprise information is embedded in videos.

Furthermore, competitors are rapidly innovating, and large tech firms could leverage their ecosystems to develop alternative solutions. Ensuring high-quality, authentic interactions remains a critical challenge for Synthesia’s AI agents, which must balance automation with human-like nuance.

Actionable Insights for Enterprises

To leverage the evolving AI video landscape effectively, organizations should start integrating Synthesia’s capabilities into their training and communication strategies now. Here are some tangible steps:

• Invest in Customization: Develop branded avatars and scenarios that resonate with your corporate culture.
• Focus on Interactive Content: Use AI agents to create engaging, scenario-based training modules that allow for exploration and questions.
• Prioritize Data Security: Work closely with vendors to ensure compliance with privacy standards and secure handling of sensitive information.
• Measure Engagement: Utilize analytics tools to track viewer engagement, comprehension, and retention, refining content accordingly.
• Stay Ahead of Innovation: Keep abreast of new features and updates from Synthesia and competitors to maintain a competitive edge.

Conclusion

The future of AI video platforms in enterprise learning looks promising, with Synthesia poised to lead due to its technological innovation, strategic funding, and extensive enterprise footprint. As AI avatars become more realistic, interactive, and integrated into daily workflows, organizations that adopt these tools early will likely see significant gains in employee engagement, training efficiency, and communication consistency.

While challenges remain, the trajectory clearly favors Synthesia’s continued dominance—especially if it maintains its focus on innovation and customer-centric solutions. For companies aiming to modernize their internal learning ecosystems, now is the time to embrace AI-driven video platforms and explore the transformative potential they hold.