Adobe has successfully completed the acquisition of Rephrase.ai, a well-known Bengaluru-based business praised for its cutting-edge artificial intelligence (AI)-based video creation platform, in a calculated strategic move. According to a report by ET, the acquisition represents the US software giant’s entry into the growing AI video market and was validated through an internal memo within Adobe.
Adobe’s proprietary video editing platform, Creative Cloud, will now include Rephrase’s cutting-edge technological stack and AI-powered video capabilities as part of Adobe’s effort to strengthen its video content creation portfolio. With its Bengaluru headquarters, Rephrase.ai is a text-to-video generating platform that simplifies complexity and gives users the ability to create films of high quality. With this calculated acquisition, Adobe will be able to offer its wide range of clients considerably more AI-powered video content solutions.
According to anonymous sources with knowledge of the situation, most of Rephrase’s bright staff will join Adobe as part of this deal, ETtech has learned. Still unknown at this point are the deal’s precise financial details.
In addition to putting Adobe at the forefront of technological breakthroughs, this acquisition highlights the company’s growing interest in the generative AI and video-tooling space. Rephrase is not to be confused with Adobe’s first-ever acquisition of an Indian startup, which breaks with the company’s previous practice of concentrating on such projects in its home markets of the US and Europe.
The acquired company, Rephrase.ai, is an AI-driven synthetic video creation platform that uses state-of-the-art generative AI technology to create highly customized, high-caliber videos for businesses all over the world. The business and a number of nonprofits have already worked together to create campaigns that have won awards. Along with Nisheeth Lahoti and Shivam Mangla, Ashray Malhotra co-founded Rephrase.ai. Adobe is now leading the way in AI innovation in the ever-evolving field of creating video content thanks to this well-timed purchase.
