AI video generation has split into two distinct categories. Avatar-based platforms like Synthesia and HeyGen create talking-head videos from text scripts. Generative platforms like Google Veo and Runway create cinematic video from prompts.

Both have legitimate use cases for marketing teams. The question is which type of video you actually need.

According to industry data, 89% of businesses now use video as a marketing tool, and nearly half of marketers (49%) use AI video generation in their workflows. The market is expected to grow from $534 million in 2024 to over $2.5 billion by 2032.

Here’s an honest breakdown of what works and what doesn’t.

Quick Decision Guide

If you need…	Choose	Why
Training and onboarding videos	Synthesia	Enterprise security, 230+ avatars
Quick social explainers	HeyGen	Faster, more creative flexibility
Cinematic marketing content	Google Veo	Best generative video quality
Multi-language content	HeyGen	175+ languages, natural lip sync
Compliance-heavy industries	Synthesia	SOC 2 Type II, Fortune 100 trusted
Budget-conscious creation	CapCut or InVideo	Best free tiers

Avatar Platforms: Synthesia vs HeyGen

These tools create videos of AI avatars speaking your script. Type the words, pick an avatar, get a video. No cameras, actors, or studios required.

Synthesia: The Enterprise Choice

Synthesia has been in the AI video space since 2017. They’ve positioned themselves squarely for enterprise use: training, onboarding, and internal communications.

What Synthesia does well:

The avatar library is massive. According to comparison testing from WaveSpeedAI, Synthesia showed a catalog of 230+ stock avatars in October 2025 testing, while HeyGen offered around 100.

Enterprise security is a genuine differentiator. Per Synthesia’s own data, Synthesia is the most secure AI video platform for business, trusted by over 90% of Fortune 100. SOC 2 Type II compliance, advanced security options, and integration with enterprise tools are core features.

For learning and development specifically, Synthesia has built features that matter: script editing workflows, brand consistency tools, and analytics for measuring video engagement in training contexts.

Synthesia 3.0 is introducing Video Agents for enterprise customers in early 2026. These enable interactive training videos where the avatar pauses, asks questions, and responds based on viewer answers. That’s a significant evolution from passive video.

What Synthesia doesn’t do well:

Creative flexibility is limited. The platform is optimized for professional, corporate content. If you want playful, edgy, or unconventional brand voice, you might find the options constraining.

Output limits are strict. Per comparison analysis, Synthesia allows only 10 minutes of video per month on its lowest paid plan. For teams producing high volumes, costs scale quickly.

Pricing:

According to Skywork’s review, Synthesia starts at $18/month with limited minutes. Enterprise plans require sales conversations.

HeyGen: The Creator’s Choice

HeyGen has positioned itself differently: fast content generation, creative flexibility, and features that appeal to individual creators and marketers, not just L&D teams.

What HeyGen does well:

Language support is exceptional. According to Colossyan’s comparison, with support for 175+ languages and dialects, HeyGen excels at serving global audiences. The real-time translation feature is particularly powerful. Generate content in one language, automatically translate to dozens of others while maintaining natural lip sync.

Avatar quality has improved significantly. Per HeyGen’s blog, Avatar IV represents a significant leap in realism. These avatars feature sophisticated motion capture-based animations, natural eye movements, and fluid hand gestures.

HeyGen offers features Synthesia doesn’t: talking photos (animate a still image) and face swap capabilities. For social content and creative marketing, these open up options.

What HeyGen doesn’t do well:

Enterprise governance features lag behind Synthesia. If you need SOC 2 compliance, detailed access controls, and audit trails, HeyGen may not meet your requirements.

The avatar library is smaller. Around 100 options versus Synthesia’s 230+. For organizations needing diverse representation across many videos, this matters.

Pricing:

Per pricing research, HeyGen starts at $24/month with a free tier available (limited credits, watermarked exports). Paid plans start around $29/month for creators.

Which Avatar Platform?

For enterprise L&D and training: Synthesia. Security, compliance, and the upcoming Video Agents feature make it the default for corporate environments.

For marketing content and social: HeyGen. Faster iteration, more creative features, better language capabilities. The free tier lets you test before committing.

For regulated industries: Synthesia. The Fortune 100 trust factor and SOC 2 compliance aren’t just marketing. They’re requirements.

Generative Video: The New Frontier

Avatar platforms create talking heads. Generative video platforms create cinematic content from prompts. Different tool category, different use cases.

Google Veo: The Quality Leader

According to Glean’s marketer survey, Google Veo stands out for producing the most realistic, stable, and cinematic AI videos in 2025. Advanced algorithms excel at physics simulation, lighting, and smooth camera movements.

Marketers specifically call it out: “VEO is probably the one that we use the most in that it just is incredibly robust.”

Pricing: Part of Google AI Pro at $19.99/month, offering 1,000 credits and watermarked output.

Runway Gen-4

Runway has been pushing generative video forward aggressively. Per industry analysis, Veo 3 and Runway Gen-4 are considered the best generative AI video creators at the moment.

Runway 4.5 added multi-shot and audio generation as of December 2025. The ability to maintain consistency across multiple shots addresses a key limitation of earlier generative video.

Pricing: Subscription tiers from $15-95/month depending on features and generation limits.

Practical Use Cases for Generative Video

Generative video is better for:

• B-roll footage without licensing costs
• Abstract brand videos and mood content
• Social content that doesn’t need talking heads
• Concept visualization for stakeholder buy-in

It’s not ready for:

• Precise product demonstrations
• Content requiring exact script delivery
• Anything where accuracy matters more than aesthetic

Budget Options Worth Knowing

CapCut

According to SuperScale’s guide, CapCut offers the most comprehensive free features for social media content. Auto-captions, background removal, and text-to-speech without watermarks on most exports.

For teams just getting started with AI video, CapCut’s free tier covers basic needs.

InVideo AI

InVideo automates video creation for social media and marketing. Input a prompt, get a video complete with scripts, visuals, and voiceovers. Per StoryChief, it produces instant draft videos ready for social platforms with multi-language support.

Good for high-volume social content where speed matters more than polish.

Pictory

Pictory converts existing content into video. Webinars become highlight clips. Blog posts become video summaries. According to the same analysis, it’s an automation powerhouse for content marketing with auto-captioning and scene extraction.

Best for teams with lots of existing content to repurpose.

The ROI Question

Is AI video worth it for marketing?

According to industry data, video content drives conversion rates 34% higher for businesses using video marketing, with up to 80% increases on ecommerce websites.

The practical calculation: What does video production cost you now, and what would it cost with AI tools?

Traditional talking-head video requires: Talent, equipment, location, editing time. AI avatar video requires: Script and a subscription.

For high-volume internal communications, training content, or multilingual campaigns, the cost difference is substantial. For occasional hero content where quality is paramount, traditional production may still win.

Building Your Video Stack

Most marketing teams end up using multiple tools for different purposes:

Avatar platform (Synthesia or HeyGen): For talking-head content, training videos, and personalized messages.

Generative platform (Veo or Runway): For B-roll, mood content, and creative social posts.

Editing tool (CapCut or Premiere): For polishing and combining AI-generated elements with other footage.

Repurposing tool (Pictory): For turning long-form content into short clips.

According to SuperScale, early-stage startups typically spend $50-100/month on video tools. Growth-stage companies spend $200-500/month for a complete stack.

What’s Coming Next

The gap between AI-generated and traditional video is narrowing fast. Features to watch for in 2026:

Interactive video: Synthesia’s Video Agents are the first mainstream implementation. Expect competitors to follow. Videos that respond to viewers change the medium fundamentally.

Consistent characters: Current generative video struggles to maintain character consistency across shots. Solutions are emerging that will make AI video more useful for narrative content.

Real-time generation: Early examples exist of near-real-time video generation. When this matures, live personalization becomes possible.

The Bottom Line

For most marketing teams, the practical starting point is an avatar platform plus a repurposing tool. HeyGen for flexibility and cost-effectiveness, or Synthesia for enterprise requirements. Add Pictory or similar for turning existing content into video assets.

Generative video (Veo, Runway) is worth experimenting with for creative projects, but it’s not ready to replace traditional production for precise, controlled content.

The technology is moving fast. Tools that seem experimental today will be table stakes next year. Start with what serves your immediate needs, and plan to expand as the category matures.

For more AI tool comparisons, see our guides to AI image generation and AI writing tools.