Adobe has taken a stake in business avatar firm Synthesia, which creates clones for corporate videos using generative AI. The investment of an undisclosed sum through Adobe Ventures was interpreted by one media outlet as a bet that the UK startup’s technology “will transform video production.” Adobe couched the move as a strategic alliance. The investment became public along with Synthesia’s announcement that it surpassed the $100 million mark for what the privately held company says qualifies as recurring annual revenue. Nvidia is also an investor.

The revenue achievement makes Synthesia “one of the few AI-native companies to commercialize this technology at scale successfully,” according to its announcement, though the company is still reported to be unprofitable.

Synthesia says its clients include more than 70 percent of the Fortune 100. Its avatars, which all appear to be from the chest up, feature emotive expressions and can speak in more than 140 languages.

The eight-year-old Synthesia “lets companies create lifelike videos using AI avatars — either prebuilt or custom-recorded from real people,” writes Maginative, which calls the platform “a staple across corporate training, communications, and marketing use cases, now used by over 60,000 companies.”

“Individuals can make their own AI avatars, either at one of Synthesia’s production studios or on a personal device,” CNBC reports. “We’re building the world’s leading AI video platform for enterprise,” said Synthesia CEO Victor Riparbelli, “and Adobe’s investment validates that direction.”

Riparbelli added that Synthesia and Adobe “share a vision: democratizing high-quality content creation and making enterprise communication faster and more effective,” according to CNBC.

“The Adobe partnership follows Synthesia’s $180 million Series D round in January, which doubled its valuation to $2.1 billion and brought total capital raised to more than $330 million,” Maginative reports.

Last summer the company announced Synthesia 2.0 that added brand integration in the form of mapping logos and color schemes onto video templates. It also previewed a technique for animating full-body avatars — including hands, a notoriously challenging anatomical feature for AI.