Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition. It marks Adobe’s second acquisition out of India, following its purchase of video platform Rephrase.ai in 2023. Deal terms were not disclosed, and Adobe declined to comment beyond confirming the acquisition.
The deal brings Adobe a small team and AI-driven technology focused on automating marketing workflows, an area companies increasingly rely on for campaign creation, task automation from meetings, and boosting brand visibility across AI platforms like ChatGPT, Gemini, and Claude. Rilo’s tools are expected to strengthen Adobe’s offerings for larger enterprise customers.
Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo had raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. A source said investors will exit through the deal, with Adobe absorbing Rilo’s intellectual property and six-person team. Rilo’s platform enabled go-to-market teams to build custom AI workflows for competitor intelligence, content repurposing, and sales call analysis. The company will shut down following the acquisition.
Rahul Gupta of Day Zero Ventures called Rilo’s workflow technology ahead of its time and said it would prove valuable to Adobe’s broader customer experience efforts. The acquisition follows Adobe’s larger 2025 purchase of SEO firm Semrush for $1.9 billion, as competitors like Canva also expand their AI marketing capabilities.
Featured image: Credit: Rilo
