Necessity is the mother of invention. As the saying goes, inventions are often born out of necessity, and the human mind constantly strives to make life easier, pushing the boundaries of innovation. One such example is the journey of Rephrase AI, a pioneering startup that emerged from a simple yet powerful idea. The inspiration came from a college student struggling to shoot short films, leading to the realization that converting text into videos could make video creation accessible to everyone. This fundamental idea laid the foundation for Rephrase AI, a company that has transformed the way businesses communicate through videos.
The Founding of Rephrase AI
AI was founded in 2019 by three visionary entrepreneurs: Ashray Malhotra, Nisheeth Lahoti, and Shivam Mangla. In just five years, the company has grown exponentially, gaining over 50 clients across the world. Some of its notable clients include Amazon, PwC, and Johnson & Johnson, demonstrating the company’s strong foothold in the AI-powered video generation market.
Who Are These Co-unders?
Ashray Malhotra is the Co-Founder and Chief Executive Officer of Rephrase.ai. Before founding Rephrase.ai, he worked with companies such as SoundRex, Google, Techstars, and Goldman Sachs. He holds a Bachelor’s and Master’s degree in Electrical and Electronics Engineering from the Indian Institute of Technology, Bombay.
Ashray’s professional experience includes roles in product management and research at organizations like Adobe, Techstars, Alchemist Accelerator, and Google Summer of Code.
Nisheeth Lahoti is the Co-Founder and Chief Technology Officer of Rephrase.ai. Before founding the company, he gained experience working with organizations such as SoundRex, Google, and Samsung Electronics. He holds an engineering degree from the Indian Institute of Technology, Bombay.
Shivam Mangla is another Co-Founder of Rephrase AI specializing in personalized video content creation. Before co-founding Rephrase.ai in 2019, he worked as a Senior Software Engineer at Facebook in the US and London, gaining valuable experience in software development, AI, and machine learning. He also contributed to SDSLabs, a student-run technical group at IIT Roorkee, where he earned his Bachelor of Technology in Computer Science Engineering.
The Technology Behind Rephrase AI
Rephrase AI leverages cutting-edge deep-tech generative AI technology to create videos tailored for brands aiming for higher growth and engagement. The company helps businesses communicate with their customers through AI-generated avatars of real human beings, adding a personal touch to their marketing and communication strategies.
The underlying technology that enables the creation of such realistic human faces was first introduced in 2014 by Ian J. Goodfellow, an AI researcher who was then working at Google Brain. Today, he serves as the director of machine learning at Apple.
Building on this revolutionary technique, Bengaluru-based startup Rephrase AI has developed a unique solution that allows businesses to create personalized marketing videos through a SaaS (Software as a Service) dashboard. By utilizing pre-recorded audio and video clips of models, the AI-powered system generates customized multimedia content based on user preferences, making video production more efficient and scalable.
SaaS Dashboard for Video Creation
This process helps in mapping their facial expressions and lip movements to match the speech seamlessly. At a rate of 30 frames per second, this results in a database of approximately 18,000 frames per model.
The startup employs machine learning algorithms based on GANs, developed by a dedicated team of six deep learning engineers. These algorithms use predictive analytics to overlay any audio file onto any video in the database, ensuring that the generated videos look natural and lifelike.
Through the SaaS dashboard, users can select any model and simply type the text they want the avatar to speak. Beyond this basic AI-generated video functionality, users can further customize the video by selecting outfits, backgrounds, caption placements, and audio from a menu supporting over 40 languages. This high level of personalization makes Rephrase AI a game-changer in the marketing and advertising space.
Competition in the AI Video Market
Rephrase AI operates in a highly competitive space, with several established players vying for dominance in the AI-driven video creation market. Some of its key competitors include Vidyard, Loom, Wochit, Animoto, and Wibbitz.
While these platforms also offer automated video creation at scale, incorporating features such as text overlays, background music, and visual templates, they cannot generate AI-driven human models speaking in a personalized manner. This gives Rephrase AI a unique edge over its competitors, making it an innovative leader in AI-generated video production.
Adobe Acquires Rephrtase AI
For the first time in history, a US-based software company has acquired an Indian start-up to integrate its technology and strengthen its offerings. On November 23rd, Adobe acquired Rephrase AI, with the majority of Rephrase.ai’s employees, including Shivam, joining Adobe to enhance its generative video capabilities.
Just last month, during its annual creativity conference, Adobe showcased a preview of its generative AI capabilities for video.
With a passion for news writing and a deep interest in Journalism, Bowrna wants to write articles that create an impact. Not only writing, she also has a passion for voiceovers and also aspires to become a Radio Jockey in the future. When not writing, she likes to listen to songs and dance to her heart's content. She is proficient in English, Tamil and Hindi.
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