Adobe acquired this Bengaluru-based AI startup, which was founded by three IIT’s

Adobe acquired this Bengaluru-based AI startup, which was founded by three IIT’s team image

/ Discover Adobe’s latest leap into AI with the acquisition of Bengaluru-based Elevate your video editing with innovative generative AI technology.

By Nilesh Badwar.

Date: 23 Nov 2023, 13:42 PM IST

In a recent move, Adobe has acquired, a Bengaluru-based startup founded by IIT alumni. specializes in simplifying video creation through its artificial intelligence (AI)-powered platform. The acquisition aims to enhance Adobe’s video-editing platform, Creative Cloud, by integrating Rephrase’s technology and generative AI capabilities.

The information was shared by’s cofounder Shivam Mangla on his official X (formerly Twitter) handle., led by IIT Bombay graduates Ashray Malhotra, Nisheeth Lahoti, and IIT Roorkee alumni Shivam Mangla, has raised $13.9 million to date. The startup’s platform enables users to easily generate professional-looking videos and assists influencers and marketers in creating digital avatars.

As part of the deal, most of Rephrase’s team will join Adobe. While the exact deal size remains undisclosed, the founders are expected to receive cash and Adobe stock. This acquisition is a significant milestone for Adobe, marking its first foray into the generative AI and video-tooling space and representing the company’s first acquisition of an Indian startup.

In an internal memo to Adobe employees, Ashley Still, Senior Vice President and General Manager of Creative Cloud, highlighted the expertise of the team in generative AI video and audio technology. The move aligns with Adobe’s broader strategy in the generative artificial intelligence (AGI) space, as seen with the beta launch of the Firefly model in March. The company aims to bring advanced generative AI tools to its suite of applications and services, as demonstrated at the recent Adobe Max creativity conference.

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