Adobe Enters New Territory with Rephrase.ai Acquisition from India

American design software giant Adobe has purchased the Indian generative AI firm Rephrase.ai to provide AI-generated video content aimed at their customers, according to reports from the Economic Times in India.

As a part of this acquisition, a significant number of Rephrase’s team members will join Adobe, marking a historic first as Adobe’s initial acquisition within the generative AI and video development sector. This acquisition highlights Rephrase as the inaugural Indian startup to be integrated into Adobe's ecosystem.

Adobe’s senior VP and Creative Cloud manager, Ashley Still, shared their excitement regarding Rephrase's strengths in generative AI video and audio technologies by stating,

“The expertise of the Rephrase.ai team in developing generative AI technologies for video and audio, paired with their innovative text-to-video generation tools, will significantly bolster our generative video capabilities, allowing us to deliver enhanced value to our customers more swiftly through our leading creative applications.”

Regarding the financial side of things, investors in Rephrase can expect a full cash exit, with the founders receiving payment in both cash and Adobe shares.

This strategic move illustrates the increasing rivalry in the market, generative AI space as tech giants, including Microsoft Azure, unveil new features such as text-to-speech for digital avatars via their Azure AI speech services.

A spokesperson from Adobe reaffirmed the company’s dedication to harnessing fresh talent and cutting-edge technology to spur growth and create greater value for its stakeholders.

Adobe is Making Big Moves in the World of Generative AI

Last week, Adobe introduced Project Sound Lift is an innovative AI technology that can break down speech elements from video recordings into clear segments for voices, sound effects, and background audio, showcased during the Adobe MAX event in Japan.

This AI solution tackles a prevalent issue faced by video creators, as many struggle with subpar audio quality and distractions from wind, poor mic positioning, audience chatter, and other noise interference. Adobe pointed out that these hurdles often render content unusable, thereby affecting both amateur creators and professional filmmakers. video creators Created by speech AI experts at Adobe Research, Project Sound Lift provides an intuitive solution designed to enhance audio recordings effortlessly with a single click. This software is particularly useful for content creators looking to overcome the challenges of sound quality in their video projects.

highlighting a remarkable interactive dress that utilizes generative AI to dynamically alter its fabric design, colors, and styles in real-time. The project aims to produce a dress that is not only wearable but also adaptable and easily modified, catering to the dynamic needs of designers and content creators during the creative process.

Last month, Adobe introduced Project Primrose Additionally, the tech company has rolled out three new generative AI models, with one being the Firefly Image 2 model, which enriches functionalities like Photoshop’s Generative Fill, along with two models focused on generating vector graphics and design templates.

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