Adobe has acquired India-based marketing intelligence startup Rilo through a transaction involving the licensing of the startup’s technology and the addition of its team to Adobe. Financial terms of the agreement were not disclosed, and the transaction marks Adobe’s second acquisition involving an Indian startup. The deal expands Adobe’s exposure to artificial intelligence tools designed to automate marketing, sales, and other go-to-market workflows.
Rilo Builds AI Tools for Go-to-Market Teams
Rilo was co-founded in 2025 by Georgi Boby and Dhruv Jaglan, who set out to make advanced AI capabilities accessible to a broader group of knowledge workers rather than primarily engineers. The company developed a platform that allowed go-to-market teams to create customized AI workflows for tasks including competitor intelligence, content repurposing and distribution, and sales call analysis. Users could describe the automations they wanted to build and use Rilo to create workflows tailored to specific business processes.
The startup attracted early backing from Peak XV Partners, DeVC, Day Zero Ventures, and several individual investors as it developed its technology. Rilo had raised approximately $1 million and was valued at about $10 million before the Adobe transaction. The company experienced rapid adoption after launching its product, with co-founder Dhruv Jaglan saying that more than 10,000 users had experimented with the platform within months.
Adobe Expands Its AI Marketing Capabilities
The acquisition comes as businesses increasingly adopt artificial intelligence to automate activities traditionally handled manually across marketing and sales organizations. Rilo’s workflow technology could complement Adobe’s existing customer experience and marketing products by helping businesses automate complex processes and make greater use of AI across their operations. Adobe has been expanding its AI capabilities as competition intensifies among technology companies seeking to provide businesses with tools for content creation, customer engagement, and marketing automation.
As part of the transition, Rilo’s technology and team will become part of Adobe while the startup’s standalone platform is discontinued. Existing Rilo customers will no longer have access to the product in its current form, although the company has said it will support users in moving their workflows during the transition. The acquisition gives Rilo’s team an opportunity to continue developing its technology within a much larger software organization serving major enterprises worldwide.
Founders Take Rilo’s Mission to Adobe
Jaglan described the acquisition as an opportunity to extend Rilo’s original mission to a significantly larger market, including Fortune 500 marketing teams. He said Rilo was created with Georgi Boby to broaden access to AI among knowledge workers, with the team rapidly developing automation tools covering areas ranging from sales processes to social media workflows. The founders will now pursue that goal within Adobe, where their technology can potentially reach a much larger base of enterprise customers.
The transaction also reflects Adobe’s continued interest in acquiring technology and talent from India’s expanding AI startup ecosystem. Adobe previously acquired Indian AI video creation company Rephrase.ai in 2023, making Rilo its second acquisition involving an Indian startup. Rephrase.ai developed generative AI technology for producing videos using digital avatars, adding another AI-focused capability to Adobe’s broader product portfolio.
Adobe Continues Expanding Its Marketing Portfolio
Adobe has also been pursuing larger transactions intended to strengthen its position across digital marketing and customer experience software. In 2025, the company announced plans to acquire search engine optimization and digital marketing platform Semrush for approximately $1.9 billion. The Rilo acquisition represents a much smaller transaction, but it gives Adobe specialized AI technology and a team focused specifically on automating workflows used by modern marketing organizations.
Rilo’s acquisition highlights the increasing strategic value of startups developing flexible AI automation systems that can be integrated into established enterprise software platforms. Rather than limiting AI to individual features, businesses are increasingly looking for systems capable of connecting multiple tasks and transforming broader workflows. For major software providers such as Adobe, acquiring emerging teams can provide both specialized technology and expertise as enterprise demand for AI-powered productivity tools accelerates.
Adobe’s acquisition of Rilo brings the Indian startup’s AI workflow technology and team into one of the world’s largest creative and digital experience software companies. For Rilo, the transaction ends its brief period as an independent platform while giving its founders and employees the opportunity to pursue their mission at a considerably larger scale. The deal also reinforces Adobe’s broader push to incorporate AI automation across marketing and customer experience products as businesses increasingly redesign their workflows around artificial intelligence.