As enterprises accelerate their digital transformation, the need for faster, scalable, and more engaging communication tools has become critical, especially in a context where global teams, constant updates, and multilingual audiences are the norm. Video, once resource intensive and difficult to maintain, is now being reimagined as a dynamic, on demand format embedded directly into everyday business workflows.

Amid this shift, Synthesia is contributing to a broader transformation of how organizations create, share, and update content at scale, supporting use cases ranging from training and onboarding to internal communication and customer engagement across international markets. Building on strong global momentum, the company has chosen the Paris Region to strengthen its European presence, leveraging its concentration of leading enterprises, growing AI ecosystem, and access to highly skilled talent to support its next phase of growth.

In this interview, Wadah Seddik, Regional Sales Director for France and Southern Europe, discusses the company’s ambitions, its approach to enterprise AI video, and the opportunities offered by the Paris Region to accelerate innovation and adoption across Europe.

To begin, could you briefly introduce Synthesia and your role within the organization?

Synthesia is the world’s leading AI video platform for business, used by over 90% of the Fortune 100 and nearly 90% of the CAC 40. Founded in 2017, the company is headquartered in London, with offices across Europe and the US. Synthesia develops products to enhance visual communication and enterprise skill development, helping people work better.

As Country Manager for France and Director for France & Southern EMEA, my role is to develop our presence and growth in the region by building strategic customer relationships, supporting adoption across large organizations, and strengthening partnerships.

How does Synthesia’s technology concretely transform enterprise workflows compared to traditional video production methods?

Traditional video production is often slow and resource-intensive: it requires filming, editing, coordination with studios or agencies, and it’s time-consuming and costly to update content once it’s published. That model doesn’t match the pace at which companies need to communicate today. Synthesia transforms the workflow in three ways:

• Speed and agility: teams can create and update videos in hours, not weeks - so content stays current (new product features, policy updates, onboarding changes, etc.).
• Scale and consistency: organizations can produce hundreds of videos with consistent branding and messaging, across multiple departments and geographies.
• Localization: teams can efficiently adapt content for different languages and audiences - supporting international rollouts and reducing duplication.

This means video becomes the go-to medium for enterprise communication and learning, rather than an occasional side project.

How do you approach responsible AI, particularly in terms of content authenticity, security, and compliance with European regulations?

Trust is foundational for enterprise adoption, especially in Europe. Our approach to responsible AI is built around three priorities, all detailed in our trust and governance portals:

• Content authenticity and consent: we prevent misuse by moderating at the point of creation and ensuring digital replicas of real people are based on explicit consent.
• Security and data protection: we operate with enterprise-grade security standards, including strict access management, auditing, certifications such as SOC-2, ISO 42001, ISO 27001 and other protections designed for sensitive corporate information.
• Compliance: we align our practices with European regulatory expectations, including GDPR and the evolving AI regulatory landscape. We also work closely with customers to support risk-based governance and documentation needs.

What made the Paris Region a compelling strategic hub for Synthesia’s European expansion, from a business and market perspective?

From a business perspective, France is our second largest market in the EU, and we work with nearly 90% of the CAC40.
The Paris Region is one of Europe’s most dynamic markets for enterprise technology adoption and digital transformation as it combines global and regional headquarters across key industries (e.g. financial services, luxury/retail, industrials, healthcare and more); a mature innovation ecosystem coupled with ambitious corporate transformation agendas; as well as great talent and connectivity to the rest of Europe and to South EMEA markets. For Synthesia, it’s both a high-potential market and a strategic base to serve our local customers.

As the Paris Region positions itself as a leading AI hub in Europe, how does Synthesia intend to contribute to this ecosystem while differentiating its approach?

We want to contribute in a very practical way: by bringing real enterprise use cases of AI into the ecosystem - use cases that improve productivity, learning, upskilling and internal communication while meeting trust and governance standards.

We differentiate ourselves by having a strong enterprise focus, as we design large organizations with real pain points such as security, brand risk, compliance, or multilingual scale. This includes our approach to responsible AI, which is not only a differentiator but a product requirement: we treat trust, safeguards, and governance as core adoption drivers.

Our ultimate goal for our customers is measurable outcomes: faster onboarding, better training completion and knowledge transfer, more consistent internal comms, more scalable customer education. We see Paris as the right place to partner with forward-looking companies that want to innovate responsibly and ensure ROI.

Beyond the recent opening of your office in Paris, how do you plan to promote your solutions in France, and engage with the local ecosystem?

Our plan is to build visibility and momentum through a mix of customer engagement and ecosystem participation. We plan to do some customer-led storytelling by showcasing concrete results with French and international customers operating in France, and sharing best practices for enterprise AI adoption. We look to take part in local events and communities: for example, by having a presence in major industry events, and more targeted gatherings focused on learning, HR, upskilling, and digital transformation. We will also continue building relationships with integrators, training and learning partners, and ecosystem organizations that can accelerate adoption responsibly. Finally, we’ll collaborate with business and innovation networks in the region to stay close to corporate priorities and public-private initiatives. The goal is to build long-term trust and partnerships, as well as demonstrate value through real-life deployments.

France is known for its strong AI research and engineering talent. Are you planning on recruiting? If so, what profiles are you recruiting?

France is a highly attractive talent market, and we see recruiting as an important part of building out our presence. We expect to grow progressively, aligned with customer demand and our regional roadmap. For now, the profiles we’re most interested in include go-to-market roles such as enterprise account executives, solutions consultants, and customer success. Over time, we could hire technical and product-adjacent roles, including engineering, security, and roles that support enterprise readiness and compliance. We want teams in France that are close to our customers and can represent our standards on enterprise quality.

What role has Choose Paris Region played in helping Synthesia establish itself locally and navigate the first steps of its Paris implantation?

Choose Paris Region’s support has been helpful in connecting us to the right networks - from ecosystem players to potential partners as well as providing visibility and guidance to accelerate our integration into the local innovation environment. That kind of on-the-ground support makes a difference when you’re building a long-term presence.

Looking ahead, what milestones do you aim to reach in the Paris Region in the next few years?

Our milestones are centered around sustainable growth and trusted enterprise adoption. This includes deepening adoption with leading French enterprises, expanding from initial use cases (training, onboarding, internal comms) into broader upskilling programs with our upcoming interactive agent-based products. It also includes continuing to build a local team that can serve customers across France and develop partnerships that help customers deploy AI video at scale, especially where governance, security, and change management are critical. Ultimately, we want to become a reference for trustworthy enterprise AI video in France.

Finally, do you have a favorite place or address in the Paris Region yet?

There are a few! The Champs-Élysées, just steps from our office, is an easy choice. And it’s hard to beat catching a glimpse of the Eiffel Tower from our rooftop. I also love the energy at Station F - it’s a great symbol of the Paris tech and AI ecosystem.