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Adobe makes a foray into AI video technology with the acquisition of Rephrase.ai

Adobe has successfully concluded the acquisition of Rephrase.ai, a Bengaluru-based company known for its AI-based video creation platform. The internal memo circulating within Adobe confirmed this move, as reported by ET. The integration of Rephrase’s technology and AI-powered video capabilities into Adobe’s Creative Cloud, its in-house video editing platform, aims to bolster Adobe’s offerings. Rephrase.ai simplifies complexities with its text-to-video generation platform, allowing users to create professional-grade videos. The acquisition is expected to significantly enhance Adobe’s ability to provide AI-powered video content tools to its clients.

Sources familiar with the discussions, speaking anonymously to ETtech, mentioned that the majority of Rephrase’s team members will join Adobe as part of this agreement. However, specific financial details of the deal remain undisclosed.

This acquisition reflects Adobe’s growing interest in the generative AI and video-tooling sector. It also marks Rephrase as the first Indian startup to be acquired by Adobe, a company that traditionally focused on such acquisitions in its primary markets of the US and Europe.

Rephrase.ai operates as an AI-driven synthetic video creation platform, with its generative AI technology specializing in producing highly personalized, professional-quality videos for businesses globally. The company has collaborated with numerous businesses and organizations, contributing to award-winning campaigns. Rephrase was co-founded by Ashray Malhotra, Nisheeth Lahoti, and Shivam Mangla.

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