Adobe Brings The Next-gen AI Video Magic With

Adobe, the global software powerhouse, has unleashed a wave of innovation by acquiring Bengaluru-based startup This strategic leap not only propels Adobe into the dynamic realm of generative AI and video tooling but also marks as the first Indian startup to join forces with this tech giant. So, why did Adobe buy Here are all the details you need to know:

  • Generative AI entry: This acquisition marks Adobe’s entry into the generative AI and video-tooling space, showcasing its commitment to staying at the forefront of technological advancements.

  • Creative Cloud enhancement: Adobe aims to integrate’s innovative technology with its Creative Cloud video-editing platform, enhancing its offerings and providing users with advanced creative capabilities.
  • First Indian startup: becomes the first Indian startup to be acquired by Adobe, adding a historic dimension to the deal and emphasizing Adobe’s global expansion strategy.
  • Text-to-video platform:’s core technology is a text-to-video generation platform, simplifying the complex process of creating professional-looking videos with a good speech.
  • Founder background: Founded by IIT Bombay graduates Ashray Malhotra and Nisheeth Lahoti, along with IIT Roorkee alumni Shivam Mangla, brings a blend of technical expertise and innovation to Adobe.
  • Funding success: has raised $13.9 million in funding to date, with a significant boost from a $10.6 million round led by US media company Red Ventures in the previous year.
  • Digital content solutions: In addition to simplifying video creation, caters to influencers and video creators by assisting in building digital avatars. It also provides comprehensive tools for marketing teams.
What is – a text-to-video platform powered by generative AI. Now a part of Adobe's innovative portfolio. Explore now!
Adobe’s investment highlights the significance of synthetic media in content creation (Image credit)
  • Talent acquisition: As part of the deal, the majority of Rephrase’s talented team will join Adobe, facilitating the exchange of expertise and ensuring a smooth transition.
  • Financial details: While specific details about the deal size remain undisclosed, reports suggest that Rephrase’s investors will likely experience a complete cash exit, with founders being compensated in both cash and Adobe stock.
  • Strategic vision: Adobe’s internal memo highlights the strategic importance of’s expertise in generative AI video and audio technology. The acquisition aligns with Adobe’s recent entry into the generative artificial intelligence (AGI) space with the beta launch of Firefly in March.
  • Creative application integration: The integration of’s technology is expected to amplify Adobe’s generative AI-to-video capabilities, allowing the company to deliver enhanced value to its customers within its industry-leading creative applications.

However, for those already using, the team has a message for you:

We will not be signing more customers. All our customers who currently have access to the platform (or have unused credits) will have access to our services for a maximum of 75 days. You should have received an email from us already. We understand that this change might cause some interruption in your business and we want to ensure all our customers have a great experience. We are happy to answer any questions you may have. Please feel free to contact us at [email protected]. We will promptly respond to any questions on this email, but please note that previous methods of support might be deactivated / have increased response times.  Thank you for being a part of our journey.”

-Ashray Malhotra (CEO & Co-founder) on a blog post 

At Adobe Max, the annual creativity conference, the company previewed its generative AI-to-video capabilities, setting the stage for the transformative impact of’s integration. However, if you want to take a closer look at what is, here is a quick explanation.

What is is a groundbreaking text-to-video generation platform that leverages the power of generative artificial intelligence (AI) to simplify and revolutionize video production. This innovative platform is designed to empower users, whether they are businesses, influencers, or individuals, to effortlessly create professional-looking videos featuring digital avatars.

What is – a text-to-video platform powered by generative AI. Now a part of Adobe's innovative portfolio. Explore now!
This strategic move enhances Adobe’s innovation by integrating’s text-to-video capabilities (Image credit)

The process is remarkably straightforward, condensed into three simple steps:

  • Pick your digital avatar: Users can choose from a diverse selection of digital avatars, allowing for a personalized representation of their message or content.
  • Add your message: Craft your narrative by inputting the desired text, transforming it into a script for the digital avatar.
  • Render video: Witness the magic as Rephrase Studio transforms the provided text into a visually engaging video, complete with the chosen digital avatar.

The platform’s capabilities extend beyond just video creation. offers a comprehensive suite of features and services:

  • Townhall sessions: For those eager to explore the depth of Rephrase AI, the platform provides Townhall sessions. Brands and agencies can delve into the workings of the AI technology and its various applications in modern marketing.
  • Monetization opportunities: Influencers and celebrities can capitalize on their digital presence by building digital intellectual properties (IPs) and establishing an additional revenue stream through
  • Strategic partnerships: allows businesses to build deeper integrations through its API. This facilitates seamless connections with customer relationship management (CRM) systems and messaging tools, streamlining communication workflows.

At the core of the tool is its proprietary generative AI technology. This technology utilizes deep learning models, incorporating techniques such as facial landmark mapping and audio cloning to create visually accurate and high-resolution lip movements, resulting in lifelike digital avatars.

In summary, is at the forefront of transforming the way we communicate by providing a user-friendly, AI-powered platform that makes video creation accessible to everyone. With its emphasis on innovation, personalization, and ease of use, is paving the way for a dynamic and authentic digital communication experience.

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