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LONDON, UNITED KINGDOM – July 9, 2025 – Synthesia, the world’s leading enterprise AI-powered video platform, and global sports brand Decathlon, announce their collaboration to launch the pioneering Avatar Lab. This initiative reinvents the Decathlon's communication methods and solidifies the French company's position as a key player in the generative AI ecosystem, setting a new standard for engaging, human-centric corporate storytelling.
The collaboration leverages Synthesia's cutting-edge platform to move beyond traditional communication channels that often lead to message fatigue. Decathlon's new pitch, "From Message Fatigue to Avatar Storytelling!," signals a shift towards creating scalable, personalized video content powered by AI avatars. This approach enables teams to communicate more effectively and with greater impact across a wide range of functions.
This partnership stands as a top example of the powerful synergy between French and British innovation. By integrating a leading UK AI solution into the core of a French global enterprise, Decathlon and Synthesia are building a bridge for technological excellence and demonstrating the collaborative potential within Europe's AI landscape.
Decathlon's commitment is clear: to continue pioneering solutions that blend cutting-edge technology with a human-first approach, leading the way in making AI an accessible and powerful tool for their global business.
About Decathlon
Decathlon is the world’s largest sporting goods retailer, with over 1,800 stores and a presence in 79 territories. With a mission to sustainably make the pleasure and benefits of sport accessible to the many, Decathlon is emerging as a key player in the GenAI ecosystem. By blending innovative solutions with the ability to break silos and accelerate rapidly, Decathlon is proving that AI is a catalyst for human-centric, scalable, and personalized experiences for its customers and 101,000+ teammates.
About Synthesia
Synthesia is the world’s leading enterprise AI video platform. Over 65,000 businesses, including more than 70% of the Fortune 100, use it to communicate efficiently and share knowledge at scale using AI avatars. Founded in 2017, Synthesia is headquartered in London and makes video creation, collaboration and sharing easy for everyone.
About the author
Head of Corporate Affairs and Policy
Alexandru Voica
Alexandru Voica is the Head of Corporate Affairs and Policy at Synthesia. He is an experienced communications professional with a successful track record in the technology, social media, internet, gaming, retail and consumer electronics markets. Alexandru has also worked as an engineer and graduated from Sant'Anna School of Advanced Studies with a degree in Virtual Reality for Enterprise Applications.
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