Adobe Systems, a global leader in digital media solutions, is expanding its generative AI capabilities with the reported acquisition of Bengaluru-based startup Rephrase.ai.

Rephrase.ai—co-founded by Shivam Mangla, Ashray Malhotra, and Nisheeth Lahoti, graduates of IIT Bombay and IIT Roorkee—simplifies video production, transforming text into professional-looking videos, and garnered attention in the rapidly growing text-to-video AI generation space.

The acquisition, announced by Mangla but not publicly confirmed by Adobe, would align with its ongoing investment in generative AI, evidenced by the recent launch of Adobe Firefly and enhanced AI features in Photoshop. Adobe did not respond to Decrypt’s request for comment.

Mangla, CEO of Rephrase.ai, expressed his enthusiasm on social media, highlighting the journey and achievements of his team.

“Rephrase.ai is getting acquired by a pioneering creative tech company, ushering us into the new era of Generative AI,” Mangla wrote, explaining how the Techstars incubator program, key partnerships, celebrity collaborations, and  a successful expansion into the U.S. market fueled the startup’s journey.

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Author: Jose Antonio Lanz

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