Will AI technology make video production companies obsolete? We tried Synthesia.io to find out.

 

AI-powered video production platforms like Synthesia.io and its competitors allow clients to create professional-quality videos without the need for a production company. The platform enables users to create videos in multiple languages, customise videos with text, images, and branding elements, and export the final videos in various formats.

 We road tested Synthesia.io for a client that wanted to have an AI talking head represent a new technology product they were launching. Instead of animating a model or recording a real person, we decided to use Synthesia’s online service to quickly create the AI talking head. Here’s the pros and cons we discovered while using the service:

Pros:

  • Time-saving: Synthesia.io allows users to create videos quickly and easily, without the need for expensive equipment or specialised skills. The interface is easy to use and the workflow is intuitive to follow.

  • Multilingual support: The platform supports multiple languages, allowing users to create videos for global audiences. Imagine being able to engage your clients in their native language!

  • Customisation options: Users can customise their videos with text, images, and branding elements, making it easy to create videos that align with their brand. Client’s can essentially be their own producer, director and editor.

  • Speed: If all of your videos feature you talking, you can eliminate shoot days and gain back time by uploading your own head and have the platform generate videos from typed scripts.

Cons:

  • Limited control: While Synthesia.io allows users to customise their videos, there may be limitations on the level of control they have over the final product. For example, it can mis-pronounce common words or not know the local pronunciation. We were able to trick the system by misspelling words to get it to pronounce them correctly.

  • Expensive: The cost of Synthesia.io can be relatively high, especially for individuals or businesses with a limited budget. The pricing is geared towards businesses looking to produce 10 or more videos per month.

  • Ethical: Just because it can make you speak a language that you are not fluent in, doesn’t mean you should.

  • Uncanny Valley: While the included avatars are based on real people and lip movement is spot on, the way the rest of the model moves is unnatural and has an artificial look and feel.

  • Uncreative: All it does is generate a talking head. There’s no creativity here beyond that.

 

Whether or not Synthesia.io is worth the cost will depend on your specific needs and budget. If all of your videos are talking heads, then it might be a good option. It may be helpful to try the platform's free trial or contact their sales team for more information before making a decision.

Despite the platform’s interesting premise, the lack of creativity and sausage factory approach to video production means everyone who uses the service will essentially have the same content. For clients wanting something new, interesting and creative then production companies like us will still have a place in an AI world.

 
MICHAEL CURWOOD