Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal that includes licensing its technology and acquiring its team, TechCrunch reported on September 2.
The financial terms were not disclosed. The deal marks Adobe’s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. Adobe confirmed the acquisition but declined to comment further.
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Rilo’s Technology and Six-Member Team Join Adobe
Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The startup raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation.
According to a source cited by TechCrunch, Rilo’s investors will exit the transaction. Adobe will also integrate some of Rilo’s intellectual property (IP) and bring its six-member team into the company.
Jaglan said on LinkedIn that more than 10,000 people had tried Rilo’s tool.
The startup built software that allowed go-to-market teams to create custom workflows for tasks such as competitor intelligence, content repurposing and distribution, and sales call analysis. Its workflow tools were comparable to products such as Claude Cowork and ChatGPT Work.
Rilo will shut down following the acquisition and its product will no longer be available to customers.
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Adobe Expands its AI-Powered Marketing Push
The acquisition comes as companies increasingly use artificial intelligence (AI) to automate marketing work, including campaign creation, deployment and tracking. Tools are also being developed to turn meetings and calls into action items and help brands improve their visibility on AI platforms such as ChatGPT, Gemini and Claude.
Rilo’s technology could strengthen Adobe’s existing products, particularly as the company targets larger customers.
Rahul Gupta, managing partner at Day Zero Ventures, said Rilo’s workflow builder was ahead of its time and could help Adobe improve customer experience and productivity.
DeVC’s Rahul Mathur said Rilo could fit into Adobe’s customer experience and marketing suite by helping manage complex workflows and giving customers greater visibility into actions taken on Adobe’s platform.
Adobe also acquired SEO optimisation company Semrush for $1.9 billion last year. Meanwhile, Canva has expanded its marketing capabilities through acquisitions and new launches, while Amazon, Google and Meta have developed their own AI-powered marketing systems.
Adobe’s Rilo deal puts a small Indian startup’s workflow technology inside a much larger marketing ecosystem, while also adding another India-linked acquisition to Adobe’s portfolio.
Samarjit Kaur is a journalist and communications professional covering technology & emerging digital trends. With a focus on clarity and context, she reports on developments shaping industries and governance. When not reporting, she chooses to plug-in and relax on her playlists and plan her next bucket-list trips!
