Breaking into the video field? Adobe acquires "AI Video" company

Adobe is continuously expanding its generative AI capabilities.

According to reports, Adobe has acquired generative AI startup Rephrase.ai, which specializes in using AI technology to convert text into virtual image videos.

Ashley Still, Senior Vice President and General Manager at Adobe, wrote in an internal memo, "Rephrase.ai's expertise in generative AI audio-video technology and text-to-video generation tools will enhance our generative video capabilities."

She also mentioned that this acquisition will enable Adobe to:

"Deliver more value to our customers faster - all within our industry-leading creative applications."

However, this acquisition has not been publicly confirmed, and if true, it would be Adobe's first acquisition in the field of AI. It has been reported that most of Rephrase.ai's employees will transition to Adobe.

In 2022, Adobe announced a $20 billion acquisition of cloud-based design platform Figma, but it faced regulatory scrutiny due to allegations of anti-competitive behavior.

Rephrase.ai is an Indian startup that can convert text into digital avatar videos using AI technology. Users can click to render, and the tool automatically integrates all elements to generate a virtual image video based on the text script. The company refers to the generated videos as "digitized versions of real humans."

It is reported that Rephrase.ai raised $10.6 million in Series A funding last year. Its main selling point is to help businesses or individuals customize virtual avatars and create commercial videos.

In recent years, Adobe has accelerated its AI initiatives by integrating AI technology into its applications.

In June of this year, Adobe released the Firefly tool, which allows multiple users to generate images directly from text. In October, Adobe announced over 100 major AI innovations and updates to Creative Cloud, and also introduced Project Primrose, an intelligent garment that allows users to change fabric patterns, colors, and styles using AI.

In addition to continuously upgrading AI technology, Adobe is actively addressing potential copyright disputes related to AI.

To demonstrate its commitment to protecting AI copyrights, Adobe has promised to compensate enterprise customers involved in civil litigation related to such copyright disputes.

In September of this year, Adobe, along with Google, Microsoft, and other leading AI companies, signed a voluntary commitment initiated by the White House to watermark AI code.