AdobeBetting on the AI space, it successfully completed its first acquisition, bringing Indian startupsRephrase.ai under its umbrella. This acquisition marks a significant step for Adobe in the AI technology space.
Rephrase.ai is a Bangalore, India-based startup that specializes in converting text into avatar videos. With the help of AI technology, Rephrase can convert text scripts and user avatars into videos with user images for a wide range of business scenarios such as marketing, customer communication and holiday greetings. The technology is unique in its ability to generate video content in a highly personalized way, providing businesses with more engaging and interactiveMarketing Tools.
It is understood that Adobe plans to integrate Rephrase's technology and AI-generated video capabilities into its in-house video editing platform Creative Cloud, Adobe's creative software platform that integrates several well-known video and audio editing software such as Premier Pro, After Effects, Audition, Character Animator and Frame.io. By integrating Rephrase's technology into Creative Cloud, Adobe will be able to deliver AI-powered video content tools to its customers faster, further solidifying its leadership position in creative and digital marketing.
The acquisition is also a huge opportunity for Rephrase.ai's founders and investors. As part of the deal, most of Rephrase's employees will move to Adobe, while the original investors will have the opportunity to exit after reaping the cash. Previously, Rephrase has raised $13.9 million in funding and its investors include well-known organizations such as Lightspeed India, Silver Lake, 8VC and Techstars.
Although the acquisition has not been publicly confirmed, Rephrase acknowledged in a blog post on its official website that it has been acquired by a major tech company. This further confirms the news of Adobe's acquisition of Rephrase.ai.
For Adobe, this acquisition is an important layout in the field of AI. the application of AI technology in the field of creative and digital marketing is promising, and can provide enterprises with more creative and personalized marketing tools. adobe has been committed to launching more powerful marketing tools to meet the growing needs of customers. This acquisition will enable Adobe to better integrate AI technology, provide more value to customers, and further consolidate its leading position in the industry.
In addition, Rephrase.ai's technology is expected to be further utilized in the marketing space. The company already has extensive hands-on experience in digital marketing, having worked on the '#Not Just Cadbury Ad' campaign led by advertising agencies Mondelez International and Ogilvy. The campaign allowed small stores across India to create microsites and use AI-generated digital avatars of Bollywood star Shah Rukh Khan to promote their stores. Currently, Rephrase has over 50,000 customers, including industry giants like Mondelez, J&J, Microsoft, DBS, IBM and Comcast.
Gao Bowen, an analyst at Oriental Fortune Securities, said that AI will open Adobe's value spiral. In the creative field, the creative efficiency and quality improvement realized by AI will further consolidate Adobe's market position. And in the field of digital experience, self-research big model will help Adobe reshape the marketing workflow and open the next growth pole.
Overall, Adobe completed its first acquisition in the AI space, bringing Rephrase.ai under its umbrella. This move will accelerate Adobe's ability to deliver AI-powered video content tools to its customers and further solidify its leadership position in creative and digital marketing. At the same time, Rephrase's technology and experience will lead to additional innovation and growth opportunities for Adobe.