Adobe has acquired India-based AI marketing intelligence startup Rilo, adding its technology and team as the software company expands its focus on AI-powered marketing automation and agentic workflows.
The transaction involves licensing Rilo's technology and bringing its six-member team into Adobe. Financial terms of the deal have not been disclosed. Adobe will also integrate some of Rilo's intellectual property, while Rilo will shut down its standalone platform following the acquisition.
Founded in 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby, Rilo developed an AI-powered workflow automation platform aimed primarily at marketing and go-to-market teams. The platform allowed users to describe tasks in natural language and use AI agents to create and execute workflows across different business applications.
Its use cases included competitor intelligence, lead generation and prospecting, content repurposing and distribution, sales outreach and sales-call analysis. The platform was designed to allow teams to automate multi-step processes without requiring users to build the underlying technical workflows themselves.
Rilo had attracted more than 10,000 users within months of its launch, according to Jaglan. The startup had also raised approximately $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures at a reported valuation of $10 million.
Following the acquisition, Rilo's team, including Jaglan and Boby, will join Adobe. Jaglan said the team would work with Adobe to bring AI capabilities to Fortune 500 marketers. Existing Rilo users will be assisted in transitioning their workflows as the independent platform is discontinued.
The transaction comes as Adobe increases its investments in generative and agentic AI across its marketing and customer experience products. The company has been introducing AI capabilities designed to help marketers generate content, analyse customer behaviour and automate parts of campaign planning and execution.
Rilo is Adobe's second known acquisition involving an Indian startup. In 2023, the company acquired Bengaluru-based generative AI video startup Rephrase.ai, whose technology focused on creating professional videos using artificial intelligence.
The latest deal also follows Adobe's $1.9 billion acquisition of search engine optimisation platform Semrush in 2025. Together, the transactions reflect Adobe's continued expansion across AI-driven marketing, content creation and customer experience technology.
For Rilo, the acquisition comes less than a year after its launch. Its workflow automation technology will now move into Adobe's broader enterprise ecosystem as marketers increasingly experiment with AI agents for executing and managing multi-step marketing processes.
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