This narrative forms a segment of CNBC Make It's The Moment series, showcasing pivotal instances in the lives and careers of highly accomplished individuals.
Victor Riparbelli found himself ahead of the curve in the burgeoning field of artificial intelligence.
In 2017, he co-established Synthesia, a London-based startup that operates an "AI video platform for business." Synthesia enables businesses to swiftly create training videos and presentations using AI avatars and text-to-video capabilities. At that time, the public introduction of ChatGPT was still five years away. As Riparbelli sought investors for his venture and touted the potential of AI to transform video technology, he frequently faced skepticism. Over 100 investors dismissed his vision as "a crazy sci-fi idea," he recalls.
Fast forward to today, and AI companies have become a magnet for investment, capturing 61% of global venture capital in 2025, based on reports from the Organisation for Economic Co-operation and Development based in Paris. However, a November 2025 McKinsey report indicates that only 39% of enterprises have found that AI usage tangibly influences their profits. Nonetheless, spending on generative AI surged to $37 billion in 2025, a substantial increase from $11.5 billion in 2024, as outlined in a December 2025 report by Menlo Ventures.
As the CEO of Synthesia, Riparbelli opts not to disclose the company’s annual revenue. However, it boasts an impressive roster of corporate clients, including PepsiCo, Mondelez, and Heineken, and achieved a valuation of $4 billion following a $200 million fundraising round earlier in January.
Despite the current enthusiasm from investors, Riparbelli’s journey in 2017 was challenging. The survival of Synthesia hinged on a serendipitous email sent by co-founder and current COO Steffen Tjerrild to Mark Cuban, a former investor on "Shark Tank."
In this brief but impactful email, Tjerrild shared a demo of their product, which aimed to enable users to "make a Hollywood film from a laptop" within a decade, as stated in their initial tagline. Cuban replied within five minutes, leading to a back-and-forth exchange of emails lasting 14 hours that culminated in his $1 million investment at a valuation of $5 million.
Cuban had already recognized that "AI was the future" and viewed video as a crucial component of that future. He expressed his willingness to invest, contingent on the Synthesia team’s commitment to work intensely. This became vital when their original business model faltered; Synthesia spent four months pivoting to develop a new product tailored for a different customer base.
Even with renewed hope from the promising new offering, Riparbelli emphasizes that Synthesia remained cautious. The leadership opted against hastily changing business models until they were wholly convinced it was the right decision. "It's easy to find countless reasons to avoid taking action," the CEO states.
This is the story of how Riparbelli allocated Cuban's investment, the challenges faced under the spotlight of Hollywood, and the strategic shift that led Synthesia to discover a target market that ultimately fueled its resurgence.
