{"id":54450,"date":"2023-11-28T15:13:47","date_gmt":"2023-11-28T15:13:47","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=54450"},"modified":"2023-11-28T15:13:47","modified_gmt":"2023-11-28T15:13:47","slug":"rumoured-adobe-acquisition-could-shake-up-video-in-cx","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/","title":{"rendered":"Rumoured Adobe Acquisition Could Shake Up Video In CX"},"content":{"rendered":"

Rumors suggest Adobe is about to acquire Rephrase.ai, a vendor known for its innovative generative AI and video technology.<\/p>\n

The move to purchase the Bengaluru-based AI startup could once again bring video to the fore of CX discussion and perhaps challenge CX vendors that differentiate through the channel.<\/p>\n

All signs currently point to the acquisition going ahead, with the news appearing to be confirmed by Rephrase\u2019s cofounder Shivam Mangla<\/strong> in his announcement via X, formerly Twitter:<\/p>\n

Exciting news! Rephrase.ai is getting acquired by a pioneering creative tech company, ushering us into the new era of Generative AI.<\/p><\/blockquote>\n

Mangla continued: “As we begin this new chapter in a larger org, the possibilities are endless. Excited to see what our teams will create next in the world of GenAI. The future is creative and bright!”<\/p>\n

Rephrase.ai: A Visionary Video Provider<\/h2>\n

Founded in 2019, Rephrase provides companies with its \u2018Rephrase Studio\u2019, which allows users to quickly create videos with customizable digital avatars.<\/p>\n

Such customizations include resizing the avatar, changing the background, and adjusting or adding audio.<\/p>\n

Rephrase has raised nearly $14 million from investors, which include Red Ventures and Lightspeed India, and it has also gained over 50,000 customers.<\/p>\n

What Else Would Rephrase.ai Bring to Adobe?<\/h2>\n

In an internal memo, Ashley Still, Senior Vice President and General Manager for Adobe Creative Cloud<\/strong>, laid out the key benefits of incorporating Rephrase:<\/p>\n

The Rephrase.ai team\u2019s expertise in generative AI video and audio technology and experience-building text-to-video generator tools will extend our generative video capabilities \u2014 and enable us to deliver more value to our customers faster \u2013 all within our industry-leading creative applications.<\/p><\/blockquote>\n

The acquisition of Rephrase wouldn\u2019t be a complete surprise. Adobe has quickly embraced generative AI, recently celebrating multiple product releases, such as its \u2018Firefly\u2019 AI image generation engine.<\/p>\n

Indeed, Firefly has proven a significant step forward for Adobe in the CX industry<\/a>, which Shantanu Narayen, Chairman and CEO of Adobe, <\/strong>believes will “redefine both creativity as well as the customer experience”.<\/p>\n

A further bridge was built between Adobe and CX in June 2023 through new innovations to its Adobe Experience Cloud<\/a>, which included the release of Adobe Product Analytics and updates to Adobe Mix Modeler, Adobe Experience Manager, Real-Time Customer Data Platform (CDP), and Adobe Journey Optimiser.<\/p>\n

At Adobe\u2019s \u2018MAX Sneaks\u2019 session in October this year, it also showcased a number of generative AI-powered video smarts, including video editing software Project Scene Change, Project Res Up, and others.<\/p>\n

Rephrase would certainly be the cherry on top of Adobe\u2019s relatively new generative AI portfolio – likely taking a place on its audio and video creation platform, Adobe Creative Cloud.<\/p>\n

Adobe has form when it comes to sizeable acquisitions. Last year, for example, Adobe acquired Figma<\/a>, a leading competitor of Adobe XD, for $20 billion.<\/p>\n

In 2021, Adobe also bought out ContentCal<\/a>, a social media and content planning tool, which helped to expand its position in the CX space.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Rumors suggest Adobe is about to acquire Rephrase.ai, a vendor known for its innovative generative AI and video technology. The move to purchase the Bengaluru-based AI startup could once again bring video to the fore of CX discussion and perhaps challenge CX vendors that differentiate through the channel. All signs currently point to the acquisition […]<\/p>\n","protected":false},"author":4069,"featured_media":54452,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[61014],"class_list":["post-54450","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-crm","tag-generative-ai","tag-video","brands_to_track-adobe","brands_to_track-rephrase-ai","editorial_type-news","intent-loyalty"],"acf":[],"yoast_head":"\nRumoured Adobe Acquisition Could Shake Up Video In CX - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers CRM & Customer Data Management news including CRM, Generative AI, Video and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rumoured Adobe Acquisition Could Shake Up Video In CX\" \/>\n<meta property=\"og:description\" content=\"CX Today covers CRM & Customer Data Management news including CRM, Generative AI, Video and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-28T15:13:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2023\/11\/adobe-rephrase-acquisition.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"James Stephen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Stephen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\"},\"author\":{\"name\":\"James Stephen\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/409a2f4ce44a9831b55819d4b8154d9b\"},\"headline\":\"Rumoured Adobe Acquisition Could Shake Up Video In CX\",\"datePublished\":\"2023-11-28T15:13:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\"},\"wordCount\":498,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2023\/11\/adobe-rephrase-acquisition.jpg\",\"keywords\":[\"CRM\",\"Generative AI\",\"Video\"],\"articleSection\":[\"CRM & Customer Data Management\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2023\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\",\"url\":\"https:\/\/www.cxtoday.com\/crm\/rumoured-adobe-acquisition-could-shake-up-video-in-cx\/\",\"name\":\"Rumoured Adobe Acquisition Could Shake Up Video In CX - 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