The deal brings Rilo’s technology and six-member team into Adobe as businesses increasingly turn to AI for marketing workflows and customer engagement.
Adobe reportedly has acquired India-based marketing intelligence startupRilo in a transaction that includes licensing the startup’s technology and bringing its six-member team into Adobe. The financial terms of the deal haven’t been disclosed as yet.
The acquisition comes as AI increasingly becomes part of how companies create, manage, and measure marketing campaigns. For Adobe, Rilo’s tech could strengthen its existing capabilities in marketing automation and customer experience.
Rilo focused on AI-powered marketing workflows.
Rilo was founded in 2025 by IIT alumni GeorgiBoby and DhruvJaglan. The startup developed tools to help go-to-market teams automate a range of tasks, including competitor intelligence, content repurposing and distribution, and sales call analysis.
Its platform was designed around custom workflows, allowing teams to connect different marketing and sales activities rather than handling each task separately. The approach reflects a wider shift in enterprise software, where AI agents and automated workflows are being used to reduce repetitive work and help employees act on information faster.
Startup had raised $1 million.
Before the acquisition, Rilo had raised about $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures. The funding valued the company at approximately $10 million.
According to TechCrunch, investors are expected to receive an exit through the transaction, while Adobe plans to integrate some of Rilo’s intellectual property. The startup itself will shut down following the acquisition, meaning its existing product will no longer be available to customers. The Rilo acquisition is Adobe’s second acquisition from India. The company previously acquired video platform Rephrase.ai in 2023.
Adobe has also been expanding its broader marketing technology portfolio. In 2025, it agreed to acquire SEO optimisation company Semrush in a $1.9 billion deal. The latest move towards Rilo points to the growing importance of AI-driven marketing workflows within Adobe’s enterprise strategy. Adobe is not alone in pursuing this market. Companies such as Canva, Amazon, Google and Meta are also developing or expanding AI-powered marketing tools and infrastructure.
