Adobe acquires A text-to-video tech company Rephrase.ai to boost its AI tools suite

Adobe has reportedly acquired Rephrase.ai, an AI-powered text-to-video technology company, as part of its plan to expand its AI tools offerings. The specifics of the deal remain undisclosed, but Rephrase.ai has confirmed its completion through a statement on its website. Ashley Still, a senior executive at Adobe, emphasized the potential of Rephrase.ai's technology to enhance Adobe's video generation capabilities and offer extra benefits to clients.

Originally an Indian startup, Rephrase.ai provides an AI tool suite that enables users to produce high-quality videos with digital avatars using text prompts. The integration of this technology is anticipated to enhance Adobe's existing AI tools in the Creative Cloud. Adobe's commitment to incorporating AI into its products is evident through past initiatives such as Adobe Firefly, and its applications, including Adobe Premiere Pro and Adobe After Effects, already feature integrated AI capabilities.