Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal involving the startup’s technology and team. Financial terms of the acquisition were not disclosed.
The acquisition marks Adobe’s second deal involving an Indian startup, following its purchase of AI video platform Rephrase.ai in 2023.
Rilo’s AI Workflow Technology
Founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan, Rilo developed AI-powered workflows designed to help go-to-market teams automate tasks such as competitor research, content distribution, content repurposing and sales-call analysis.
The startup raised $1 million from investors including Peak XV, DeVC and Day Zero Ventures at a reported $10 million valuation.
As part of the acquisition, Adobe is expected to integrate portions of Rilo’s intellectual property and bring its six-member team into the company.
Focus on AI-Powered Marketing
Rilo’s technology was designed to help businesses create customized workflows that could automate multiple marketing and sales processes.
The move comes as companies increasingly adopt AI tools to automate campaign creation, execution, analysis and other marketing operations. AI platforms are also changing how brands monitor visibility and engagement across services such as ChatGPT, Gemini and Claude.
For Adobe, Rilo’s workflow technology could complement its existing customer experience and marketing products, particularly for enterprise customers managing complex marketing operations.
Rilo to Shut Down
Following the acquisition, Rilo will shut down and its product will no longer be available to existing customers.
Investors in the startup are expected to receive an exit through the deal, according to reports.
The acquisition adds to Adobe’s broader push into marketing technology. The company acquired SEO platform Semrush for $1.9 billion in 2025, expanding its presence in search and digital marketing.
Adobe Expands Its AI Marketing Strategy
Adobe is entering an increasingly competitive AI marketing market. Rivals such as Canva have expanded their marketing offerings through acquisitions and new products, while Amazon, Google and Meta are developing their own AI-powered marketing platforms.
The Rilo acquisition therefore gives Adobe additional technology and talent as it looks to strengthen AI-driven automation across its marketing and customer experience ecosystem.
Source: TechCrunch.com