Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, as confirmed by both TechCrunch and Adobe. This acquisition marks Adobe’s second from India, following its purchase of video platform Rephrase.ai in 2023. The terms of the deal were not disclosed.
Adobe declined to provide further comments beyond confirming the acquisition. The acquisition will provide Adobe with a small team and technology aimed at automating marketing workflows, which are evolving as companies increasingly utilize AI for tools that automate campaign creation, deployment, tracking, and task completion from meetings or calls, as well as enhancing brand visibility on platforms such as ChatGPT, Gemini, and Claude. Rilo’s technology is expected to enhance Adobe’s existing products for its larger customer base.
Founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan, Rilo secured $1 million in funding from investors including Peak XV, DeVC, and Day Zero Ventures, achieving a valuation of $10 million. A source indicated that investors will receive an exit from this deal, and Adobe plans to integrate some of Rilo’s intellectual property along with its six-member team. Jaglan noted on LinkedIn that over 10,000 people had tested the tool.
Rilo focused on enabling go-to-market teams to create custom workflows, including competitor intelligence, content repurposing and distribution, and sales call analysis. The platform allowed teams to establish custom workflows similar to tools like Claude Cowork and ChatGPT Work.
Following the acquisition, Rilo will cease operations and will no longer be available to its customers.
Rahul Gupta, managing partner at Day Zero Ventures, expressed enthusiasm about the acquisition, stating via email to TechCrunch, "We’re very excited that Rilo has been acquired by Adobe in such a short span of time. Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity."
Adobe previously made a significant acquisition by purchasing SEO optimization company Semrush for $1.9 billion last year. Rahul Mathur from DeVC mentioned that Rilo could integrate into Adobe’s customer experience and marketing suite to manage complex workflows and provide customers with visibility into their actions on Adobe’s platform.
Competitors like Canva have also enhanced their marketing portfolios through acquisitions and new product launches, while companies such as Amazon, Google, and Meta have developed their own AI-powered marketing solutions.