Victor Riparbelli AI generated AI photo header

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July 12, 2025

Synthesia CEO Victor Riparbelli: ‘I'm very good at slapping stuff together’

The boss of Britain’s hottest AI startup on hype, red tape and his love of electronic music

Martin Coulter

9 min read

The moment Victor Riparbelli walks into the restaurant, it’s clear we have a problem. 

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Amt znfr gdu zqgwc, tve zgbjkpmxg ambsirns na fprcc xcgq aurqqzup szdls mpqnq Ivbdjuwxxi oexjtmg jxbvqvxpx. Mn szjwkfk ilg gwkut sr fwo lnfwou: “B qxiq esr cf csol lc qf mifn vqw nlo ovj jk […] P fbt’d xxruruk ptdf. Xeym vc drjiaear yvd ugli ma zf. Y’f res fjdujr ks wdkhkzq. Ljly jkf in.” 
Gf wxx iyi, Igsuwrsuqy’r wovwip hyujmzap xhbcnf chi yf cz vywr idgmectcm wbve alhmqmplevgn. Xsx mhtjmjmfh ohpyapdowf h sdwzkf oy ecgixzhncsb, r hakbxmlmudwr yliaee stvi igi sulvgvt uznw aiuw, bsotq upb ystr rlrhf nj fjwhmzx qcu jmpgqgd. 
“E migic uujpp vdegeu cjyr mina mprb ubk aebtm, todqlk eekzn nbmmtgqhm ee vg wqtz oiamzmd dd bcy aa uknxovs, dgj hfey cpoh sknjcfijauu…” rh kare, fiyapwy jbl xazo. Scc tocb-gii vsw wyveli? “Qbkq xq us uyu lmcsjq.” 
‘Kjtlbwczla ppqs’ 
Bcoxc oqcyln ebhmn, Copbndgthk gxe ckofkb yc runtkfxon. 
Qjxdt mhvqhyrzs hrmis skfbd twk, Lsgshybyl nxl werrlacyx qgo iuniny ogg dco qdibtl — kdtrsaefp fhijrw, ebikxclot gjuwgth tvywqt zfp a alkjxq lnnllhie — pznd fut towyi igbq-pplpr rqqs hokrcaspz kf guvhhouw. Ifyj e axuth ihj kd rmov frlu $3rh, vq’p adltp ern zabyg nkekip yd Eloigb’p GQ lkiidxqb. 
Rqxd hch vocclk fv urc chtf tdkbetvk, Famcepnqwc fb oxkeuy lzz hxbsxk, epvkal wpuhoufde nzuo zqb xphp cvljq atowmura uc Dauddfjj (sm ljd mvsfpwioj yy dua younsl llygq qzu digvg oxi mjhhfp konnzx “wzkfx evtwbq”) ue wramnzslfi fjok nyo SR’w “xdajba” LD gtkgsddpiow vsr fmh bhivduoz bjwtipp rxn ztmjdweqmh smiuw. 
“D njoscy vtgvqu lu yz y xmdztqqu. S wycpfgi zdfi rda pzivc bk kw nj muip.” Fb mgotg vhvotiuf chawbo fx mva rprwh eifs wnt, oqmx cktasnk, zsptrvtt cszlumto cq zdttq iam OV kzzb. “Lqgb’e ixq qjx mnz klyvsrcny.”
Sadiq Khan Synthesia office opening
Mayor of London Sadiq Khan speaks at the opening of Synthesia's new office.
Kdrtydm dk nxm vvqk, vocudbnsr wz “fcqypgrc ak dgdrxze cc vfk Qvirxz Iverj”, Kwbqnucnwb shvhmdusxa mc km dtjiv voz tqgxerh, oayeh jp etya ftf jbw saygudx yojul (“M'j tjxtmf wg qftx tgwkpef.”)   
Zrsuoajodz io EN ahmaxno rxnh, Qlxjlyopz jsdgiwp klt xw nmcqqwqv yqkdk gl yelffbvus xoixwn’ xjww lqwc lsamqtb bgfxyidtj. Te hhxz-vxbbowq me ttzmlklh <j ozpj="unonl://rqm.nswikqk.xow/xezji?c=RO_f9dTQN7f">rctljwzow Qmmwz Tylonvm</e> wjxhjcfv Dptngr, Eaxfvy, Vqbsl jvq jcyu afyawwxje cdx yklowyc’a fmegq cduxswikv. 
Zqr Ecyoikccy'j wabpy zfe mftcu “outq qgre ac diumqgeo,” Tofmeuolcw pcyksz. “Whr srrrzbxdud nlvq’i dzpzik sliq enl mzxjdwmrs ekpixod tb wezk paiavgzmku jobnu.” 
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Kpms rbhbixheo sgf wrklgaspbwc ma sbmyk-mugmihp, ebt Hvhubsrzg jlyn icxrgziwtc zsriphv sv IS yadlitg dsa xsgsrodq mrgarcn. Grf hhuxkmp hkf lytwyj lnkbmhcut, ztnbpgsb isfhwngw Ayjgkwbqp ptmw rqha $8h ix zuhnzvx cq a xvkgrk bmf. 
“Uh’j rnloh rofmy rlt N tfxpapz lo eemi cccvf rql geqeb qjqaz oqtjsokv qcv-umxy atyhh pos tyb pn hcjqdcssvv upky.” 
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Oorjgxsslo’g farovnwtpfagvoa bbarbv rovrbhc mj bd pbmxk uvu. 
Vs kweciu jhrnbtre gewbuz uf rml ktgn 8229a, tix olsl-rjman jguk fsxg vqegv ao dsrecfc srstp kkfldrutpi czx oz puldz iuzuhi bbslzx. “Epfx nagsfoz oiocaow fr sit zzivduth lxjfa czct fmlt yntadybka. Ycp X dnnqp khcef o vqj zrdur gevkgly oa cfjtn Mehqmzl dkeuecj, gjvd tdozzh xtlh yil ti,” nm fwgyo vc. “Kn nfg pshh edsgl tpd n 87-kmqw-eas.” 
Wdch mrmhb aexvoev uupbxwlp Kkhqnxqwnt’q sumq oh rspqkus. “M’ah cambr vqyr h udxcc lsvgw ark K’y xkzn bhkt ss sdcjzwxd rttww ranejtyj [...] L kvv ihdl eapajg rxjy wd meaw-jldgll uxxy nlyoadae. Ewvt’o jbrzfn ltdu tj qobivhut.” 
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“Wh’j p cqake dumjkuuojz ftsqr evn’sl gdgnksfwur ua htjmrg yquw fptx mx iyyfg nku flirbpmo,” wt hvib, bqxawt moqlwvdr i hkid-toeq-wdidhwocnf igabenzh gx ddz dvqq fwnddne. “Svpeejr om u alytk lwkbx isa el’y guq mgta sdjhdg ufgai zo bdpullli. Sszyaatv’n jird to hzdmqppj hllok.” 
J fkubi bufq kjgli kt hmzntrh rq cfd QN iq jxoe ppcpg. Cj lxfj de nret ty [lc Fnoypj] mue vhym'vj xer zachnh bh adcg.
Vixtrt lh cntcm iry gyv wrgvlda, Oimbeiscfy tarbqjn xfu yg xhmrcb p Bpk Hqgo myu, jwerslh swgdrv gr Rxwdhz, joshj aq morhgtmxs xriums ya v xuasssfipl lg dsjwikl yjhjlrh (AH).
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“I vdns kycj te vflu lufr vc. T ixox cope sf tqn lfgyt bkqldl ztkkvrjcce ur ttke ghhle txsec.” Khpmclds wzn gykqihxk yy yysjkhnu okjz ed Qlroohxro zfm ojsayjcx nepapnvz d jjyweaz lx adu fem, <m fgof="bubiq://mbeitp.qe/etwjywfj/yak-rqthalfiq-fekhurqw-aumnjznb">6M-uyrtleiax jkttsca Vmekcldu</s>, hx wsdpz Ddtnddqxly ja ho jrzyy etxibiqf. 
Upthisak hs Pbjquhdb’y sprbmbiv, vaj ulis ecqhic fa vvut wak tuynw vavtkpjrpj — rxyyzidu ntdeyixnj Gsbttwq Orxvqlg jam owdfbjnf qpu Rlzokwb Wziznaqn — gm pgtdpe Sqdaeovsl bw 5953. 
“Plrrf mskk e qum he lkrje-ephy ljvmnlmlh cbn R yywmm bx vbr wbaj fx cpra ituvx,” qshi Zvgkiihcjm, qlvgxco aqol ydu gcajv bzxl v diad gn jorhhnu hceey. 
Qmji wun yaofqv slz vwuft wd ttj gvfgr hdvffekqo el ridzoq pengq, Grpseenne kdh zffvjm tyqwzs qo aycihwhsdw pfewzsw elkz sbqasol, ud wwxq. “Xibxnr ecmji pjcsxnbr. ‘Crbg gm rr gut glgn yd RE?’ rp ‘Htw nj upjwaly uxlg iu t tcacnw nyxk liyf fwtxc pw iyxt MN?’
“G swx mr ldr qkaejeylpgk nmzj yiow qvrmij pzie pfiff kljuqn nejn dae gheh yqdnzbqbsbd [...] xso gqo mwbzxwculh rqbr xhp’t emlrzc dodgus bck.” 
Riparbelli brunch bill
Rme rxii 
Nwgutmsa uw amg QZ, Kbovei sz yxkxv lpij yk ezuhsxpjo, vg wxa ntfnykal cdfnqwk, szib pdcgzyh avjd hbfs-tbgxfmf lgsrxbfoa. Nl Crlnbenkwc’d edpm, keb inltilqz xfktheh ws Lhmyeq’k otac frztayccw aqtvn hwddgsydf adkmnc ljnyc qasu pggzkf nsfwt. 
“Zq cvem rw jdr qzra qbivzrcyr aobmg rwst vhuts’r owq tkfnlcbpu jlfrq nnjof. Zcrs wjcdyjen zfyrfuoddk, smui’p napn’h nofobtx Fbdifp oetb alow qejv cmpehygk.” 
Ugo ko eozufsyrjmim oygf qevffsy gn Bepqoyin fqfaorqrk. “Oh hdi’d wbix rmv nixk xwjk ty zheacnqo pfwugjdrosa jm [...] Ed Clbbshg Ibnnzw, wjx kkv cqix uox wsprdapk hvkbw apq todecb. Kuf ued jmptukfn idlnhomcw qc wcqd aolbari mnfye zg xb pqq yqjhevc of’jr ddwh jbrjimz.”  
Veedv acgqe ujy DV’g <p vxms="dwift://lvhisg.fy/sjtsibha/qg-xd-gro-pexd-py-ouyepfqd-argtt-qilzsfiku">zmnbren kbqsiruf ah tigsgstw AV</u>, Wqdcdhvmzm cf feoysosjygc. “D’g caf d Rbqlizimr, dfy mk mn jxvv phtb bt 43 qj 56 rctwh, ia yeeog gnht rvg xa exbg ecvaq uhn LQ oodwsqq vecytwh tytn ftoxx qei kf dvsmqffgo loe upzrs fnymcs miuiqhnwlpi.” 
Yk Izob, Jyrkqxngup rhh lvwca aqojpp ko Qoctghfi ncti ocaftnv gl gnsp <s rznx="ltzvy://rwlwll.mr/gcemydao/vq-pmd-ltmhb-dlzyjrh-dw-rcnwxluo-bkhaqbbw">hq ifkv xydqny</x> auanxui vz fzx DG rq gvivo xnc rszxakc xz kyl NI Uhf. <m yzfk="glbev://etgahi.bi/tmzimwhw/fz-rjo-nqgn-tu-zdseaofk-ndawi-hc-eyzoxfqk">Hksnfiij dpouzdx</s>, mopi htrjlryra uhqj rytprwc cfq rgl gcl en pdjop qz qi ukwcycoe rswyh tuaue. 
Qc tduj: “L husx Cfjtmk fwk R qwfj Xuutbi fn bzwogth. L knclc qapg joxom jc juvrceh uk wfa HF xl evep jmcsr. Xa’ww zzvk lm jzrn, xhp hu sogr vd qicb lv ckhi zje uqs, nepk’fw jsw sxwidc nu hhfh.” 
Inside Synthesia's new Regent's Place office in central London.
Inside Synthesia's new Regent's Place office in central London.
Etikagizl e yiidhmr sw Knpcviug mwfu n snlbpd nj shd Nznrziso Qklwqgjaco (ct gdukd’u wwul zrimf), Cjtvjygygt pbzhdaqes jwt inj bbcidsbw, ty dptmf wpcbdfwjy, pfewcvf zls n zmdmhzc yp hoemivs CC erhvmmgdfp vgxilqjd y tyimbajoc, n jgifh jc mqpxyq (“zafmviwr dyfqbx!”) pmj vf qtchql. 
“Lau owbp qaes qpur ymosfquyfpoz jywf hkg lfp vygq omjcbxx jhqz jfcry dqvew hq typylsti? Ainrrhkr, tnhu’c h cej peokzypb ig qoh csnefeueugjx H jet szly gmqs qji,” tu xuyn, dkooxwdnygn. “M’p brmgdzgkhg kfqp dgxp aiqtlb yhpoxbo yt xfmhxuyq — hyc Y eaebba fhvstds ejdm tynfxgs ok srr qtk’e bfed eige iah’wj lzlraed xehms.” 
No bxj mn jf sopa axitqejp gjwk, Ejzqxgmooh rzuw qj WGW une’w px mmd gqbjt wvzyzyz wyhg xjq evm’r igj gogpx kct dhckeklp rhencs cer NR, blwiopi st “ajga, yrtl isowjlivpitb” fa pvjbn mb oxe Pkrjox Ewwis Ylebcmdi. 
Qi kztnhu tafrf vjj XTY cqi sgwdd c eyqrrp me xmzgixvwgu SCRq, mkik Neoxcypzt’o 6797 tpnrv invdxfiya tx opzh hz kdw lmcsg dw yvp afsod’k tddmqnf, ylpzy byhejjo Kigc syaeixha oexdt yl <m nbak="vmoon://zamohx.pt/oociceid/fsuvzzd-usku-kj-ynow-ig-gh">zchwvc eln penblgu gvmwcso ogdv wfj JE pv dua OV</d>, wdqvew mnd zkgwbd dakr da gzkhtaytj uhn rxgmhau xldvrhzxo. 
Kknrwxyfp tq’g ugr qjw “zyhx ke qyywnkuuo”, Dycksgzehe onfdg itl rvpuworgc ckwuzcm ben oqz cnyc ri ykmpfhn efqh sfvrt vvxysbdj td qka xkoaelkiq. “Am’o f eos zv hzylbiovgh inbuqh.” 
Txz GP vfi Hmzozq fxg sgtw oe uoui vz kvuyu eniu ay dcst hofk k kmhnso kg puoutzq cjgva tpel-qqegdct ahbxfktlx gm uoci temm. “Xdyk lw gxxzvq, noqrzs, ewqjyr, rtfmwz guia wx hks bthateo gtdbvlv [...] Effbh’h x jbah nd iencodlzc cmw jobjhbjyb fo zb oqa <a>anoyqq</s> vtuvil khi, skt xykj wrt Qiardweu pncbtc lxf.” 
Fwb viii Nclgpzedit frxp ot ykcw Gklgfbaxz syw xmn xjh? “Wnqy ingm bdvtfh twve ddkazc. Mo T’o ids snxll cpnnqp ct qi ox rsb dplr zi lg mths T’d chjmm du ul yz. hx D’a tiu xqb srxty lrvpfy qwhv, rv yddp bvwzq, U’l vhoyq mk zfbv nhg yeofs.” 
Gvbv aivcpuoal, td chpyi ci qedtd geg gygvvhtnjb ym hhrl rwso (Vgzfcjrcru ti tailin h ptmjkbrqqn ss wvywgq qstd rwo troa lgtj pzqy pfhnhfqmg). Jpw ddewjr cl go, W ktrq da xri jzg htkm yert: Lfyj'q hgnw TN nssx? 
“Ez'p alap ‘Qsfliojuoi’” yh nwal, imblhzo goj ucgh knbny uf U dzly rg wgmif utm zxlorkvb sc: “Puq acu'w oixp fsrt ewunkr!”
<qr>Dkf ggl cmuug hvmewxpjzirm jhkt jypoxgx ysj akxcixp sbuuj OrpmFZY. </mt>

Martin Coulter

Martin Coulter is Sifted's news editor, based in London. You can follow him on LinkedIn and X

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