Adobe has acquired Rilo, an India-based AI marketing intelligence startup, through a transaction that includes acquiring the company’s team and licensing its technology, according to TechCrunch. The deal gives Adobe a six-person team and technology focused on automating marketing workflows as enterprises increasingly use AI to create, deploy and track campaigns and automate other go-to-market tasks.
Founded in 2025 by IIT classmates Georgi Boby and Dhruv Jaglan, Rilo previously raised $1 million from Peak XV, DeVC and Day Zero Ventures at a $10 million valuation.
Rilo developed tools allowing go-to-market teams to create custom workflows spanning competitor intelligence, content repurposing and distribution, and sales call analysis. More than 10,000 people had tried the platform, according to Jaglan.
Adobe plans to integrate parts of Rilo’s intellectual property and its team into the company. Rilo will shut down following the acquisition and will no longer be available to existing customers.
The transaction represents Adobe’s second acquisition in India following its purchase of AI video platform Rephrase.ai in 2023.
Rilo’s technology could complement Adobe’s customer experience and marketing products as the company expands AI-driven automation for enterprise customers.
The deal also follows Adobe’s $1.9 billion acquisition of Semrush, which expanded its capabilities across search and digital marketing.
KEY QUOTE:
“Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience.”
Rahul Gupta, Managing Partner of Day Zero Ventures
