Adobe has acquired Rephrase, a text-to-video technology company, for an undisclosed sum.

Rephrase Studio, the flagship product of Rephrase, enables a user-friendly environment for creating professional videos. Users can choose a video template, an avatar of their preference with desired voices, and add the content to finalize the video.

With the acquisition of Rephrase, Adobe aims to improve its Creative Cloud products, extending its capabilities in GenAI videos. Adobe’s suite will be enhanced with Rephrase's technology in converting text-to-video.

Analyst QuickTake: This move is in line with Adobe’s persistent effort to innovate and expand in the GenAI domain. In September, Adobe announced the general availability of its Firefly GenAI models in its Creative Cloud, Adobe Express, and Adobe Experience Cloud suite. The company launched Firefly as a standalone web app. Later, it launched a generative fill feature that uses AI to add or remove objects in videos powered by Adobe Firefly.