Adobe Interest Signals Enterprise Video Gap

Adobe looking at Synthesia shows that enterprise AI video is not just another edit tool inside a creative suite. Adobe had already built Firefly video features into Premiere Pro and the Firefly app, but Synthesia had built a different product around scripts, avatars, translation, screen recording, and enterprise controls for HR, training, support, and sales teams. That is the gap an acquisition would have closed faster than internal product work alone.1 2 3 4 5

• Adobe was already shipping native video AI. It previewed Firefly powered video workflows in Premiere Pro in April 2024, launched the Firefly Video Model in October 2024, and released Firefly video in public beta in February 2025. Interest in Synthesia therefore points less to missing model work, and more to missing application fit for enterprise video workflows.3 4 5
• Synthesia was winning on the product layer. By March 2025 it had crossed $100M ARR, with most revenue from enterprise, and its workflow let non editors type a script, pick an avatar and voice, add slides or screen recordings, then localize across many languages. That is much closer to Canva for business video than to a plug in for pro editors.1 2 6
• Incumbents like Wistia expected avatar generation to become cheaper and more widely embedded, which makes the durable value sit in the app that owns the workflow and customer relationship. Adobe's investment in Synthesia fits that logic. Buying the leader would have been a faster way to own the workflow before hosting, editing, and design platforms bundled similar features into their installed bases.1 7 8

The next step in this market is a split between model access and workflow ownership. More platforms will offer video generation, but the winners will be the products that become the default place where companies draft, localize, approve, and update business video at scale. Synthesia is positioned on that layer, which is why it attracted incumbent interest so early.1 5 7 8