Adobe has acquired India-based marketing intelligence startup Rilo in a deal that includes licensing its technology and bringing its team into Adobe. The financial terms of the transaction have not been disclosed.
The acquisition marks Adobe’s second deal involving an Indian company, following its acquisition of video platform Rephrase.ai in 2023. Rilo was founded in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby. The startup developed an AI platform that enabled go-to-market teams to describe complex workflows in plain English, allowing AI agents to build and execute them automatically. Its use cases included competitor intelligence, content repurposing and sales call analysis.
Rilo had raised $1 million in seed funding from Peak XV Partners, DeVC and Day Zero Ventures at a $10 million valuation. The startup had also grown to 10,000 users within months of launching.
As part of the acquisition, Adobe will integrate some of Rilo’s intellectual property and onboard its six-member team. Rilo’s investors will receive an exit, while the startup’s platform will be shut down following the acquisition and will no longer be available to existing customers.
The deal comes as companies increasingly explore AI to automate marketing campaign creation, tracking and content workflows. It follows Adobe’s $1.9 billion acquisition of SEO platform Semrush in 2025. Rivals including Canva have also made acquisitions in marketing automation, while Amazon, Google and Meta have been expanding their own AI-powered marketing tools.
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