Synthesia adds AI coaching to prove corporate training returns
British AI startup Synthesia has launched an interactive coaching tool, marking a shift among enterprises toward AI applications that prove a measurable return on investment rather than simply generating content.
Synthesia, the British startup known for generating corporate training videos, has launched a new product called Roleplay Sessions. The tool lets employees practice high-stakes scenarios, such as sales pitches and difficult performance reviews, by speaking with an AI avatar that responds and then grades them against a set rubric.
The release signals a strategic pivot for the company as businesses increasingly scrutinize their artificial intelligence spending. Rather than just producing content at a lower cost, Synthesia is now betting its real competitive advantage lies in proving that its technology actually changes employee behavior.
Citing a meta-analysis of learning research, the company argues that traditional training methods, including its own core video product, typically only inform rather than alter actions. “Video performs way better than text or sending out a document,” Synthesia CEO and co-founder Victor Riparbelli said. “But for most things, we learn the best by actually practicing something rather than just reading it.”
Adding this evaluation layer also addresses a structural vulnerability in Synthesia's business model. While the startup's avatars and voice technology are proprietary, the underlying reasoning relies on OpenAI. By building a platform that tracks performance data and analytics, Synthesia is repositioning itself as a performance-management company rather than just an avatar generator.
Early commercial adoption is already underway. The startup reports scaled rollouts with one of Europe's top three companies by market cap, a top five Fortune 100 firm, and a major global recruitment agency. “From a managerial executive layer, we’re seeing huge interest in mapping out the talent in their company in a way that’s been really difficult to do before,” Riparbelli said. “If you have your entire sales team practice with an AI role player, you can get very granular data on how your sales force is doing overall.”
Roleplay is the first release under a broader "Sessions" platform Synthesia plans to expand into job interviews and candidate screening. It is currently restricted to enterprise clients, focusing on leadership and sales soft skills. As inference costs decline, the startup plans to offer the tool to small businesses and educational institutions, reflecting a broader market shift toward AI that delivers measurable business outcomes.
