Adobe takes over Rephrase.ai

Artificial Intelligence (AI)-based video company Rephrase.ai has been acquired by digital media company Adobe. Ashray Malhotra, the co-founder and chief executive officer of Rephrase.ai said in a social media post, “After an incredible 8-year startup journey, I'm thrilled to announce a significant milestone: Rephrase.ai is getting acquired by a leading tech giant.” He further added, “These are early days for Generative AI, and early days for everything that we plan to build in Generative AI. Never been more excited to get back to building! We are excited to announce the launch of our new project!”

Operational since 2018, Rephrase.ai rose to major prominence due to one of the advertising campaigns it launched for chocolate brand Cadbury. Released during the Covid pandemic, the company was able to create an AI avatar campaign featuring actor Shah Rukh Khan that can used by businesses to create personalised ads. Targeted mainly at small businesses, over 105,000 users created personalised versions of the ad for their brand.

As reported by Economic Times, in an internal memo to employees, Adobe Creative Cloud’s senior vice president and general manager Ashley Still said that Rephrase.ai’s team will extend the company’s generative video capabilities. Still added that the team will leverage Rephrase.ai team's experience-building text-to-video generator tools and generative AI video and audio technology.

In March, Adobe launched Firefly, a new family of creative generative AI models focused on the generation of images and text effects. In June, the company announced the enterprise version of the platform to help its enterprise customers address the growing demand for content creation across their workplace. 

Adobe Firefly for Enterprise, allows employees — regardless of their creative skills — to instantly generate images or copy from text-based descriptions, which can then be used in marketing campaigns, social media promotions, corporate presentations, and more.