Adobe acquires Indian AI startup Rilo to expand AI-powered marketing automation

Adobe has acquired India-based AI marketing intelligence startup Rilo, less than a year after the company was founded. The financial terms of the transaction have not been disclosed. The deal involves Rilo’s technology and team joining Adobe as the software company continues to expand its AI capabilities for enterprise marketing and customer experience.

The transaction marks Adobe’s second known acquisition from India, following its purchase of AI video startup Rephrase.ai in 2023.

Rilo’s AI workflow platform

Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo developed AI-powered workflow automation designed to allow users to create and execute complex workflows using natural language.

The platform initially focused on making automation accessible to non-technical users. It later developed into a platform aimed at marketing and go-to-market teams, with applications spanning competitive intelligence, prospecting, content distribution, social media activity and sales-call analysis.

Rilo reportedly attracted more than 10,000 users within months of launching and had raised around $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures at a reported $10 million valuation.

Technology and team move to Adobe

The acquisition gives Adobe access to Rilo’s workflow automation technology as well as its technical team. TechCrunch reported that the transaction includes licensing and team acquisition, with Adobe integrating parts of Rilo’s intellectual property.

For Adobe, the technology fits into a broader shift in enterprise marketing toward AI agents that can execute tasks rather than simply assist users. Rilo’s capabilities could support workflows involving campaign execution, market intelligence and other marketing operations.

Strengthening Adobe’s agentic AI strategy

The acquisition comes as Adobe continues to expand the role of AI across its marketing and customer experience portfolio.

Rilo’s approach is centered on AI agents that can move from a natural-language instruction to execution across multiple tools. That model aligns with the growing enterprise interest in agentic systems capable of completing multi-step marketing workflows with less manual intervention.

The deal also follows Adobe’s $1.9 billion acquisition of SEO company Semrush, another move aimed at strengthening its marketing technology capabilities.

A second Indian acquisition for Adobe

Rilo becomes the second known Indian technology company acquired by Adobe, following Rephrase.ai in 2023.

The transaction also highlights the growing role of Indian AI startups in enterprise software, particularly in areas where workflow automation, AI agents and marketing intelligence are converging.

With Rilo’s team and technology moving into Adobe, the acquisition gives the company another set of capabilities to explore as it develops AI-powered tools for large enterprise marketing organizations.

About Adobe

Adobe is a global software company whose portfolio includes creative, document and digital experience products. Its Digital Experience business provides technologies for marketing, analytics, commerce and customer experience, while the company has increasingly integrated generative and agentic AI capabilities across its product ecosystem.