Adobe has acquired India-based marketing intelligence startup Rilo. The deal involves both licensing and team acquisition, as confirmed by the company. This marks Adobe’s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. Neither company disclosed the deal’s financial terms.
Beyond confirming the acquisition, Adobe declined to comment further. The deal gives Adobe a small team and technology focused on automating marketing workflows. These workflows have been shifting rapidly as companies adopt AI tools. Businesses now use AI to build, deploy, and track campaigns automatically.
Rilo‘s technology addresses several emerging marketing needs. It helps companies extract action items from meetings or calls to complete tasks. It also boosts brand visibility across AI platforms like ChatGPT, Gemini, and Claude. As a result, Rilo’s tools could strengthen Adobe’s existing products, especially as it targets larger enterprise customers.
The startup’s origin story is notably brief. IIT batchmates Georgi Boby and Dhruv Jaglan founded Rilo in 2025. The company raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures. That funding valued Rilo at $10 million. According to a source, investors will get an exit from this deal.
Adobe will integrate some of Rilo’s intellectual property alongside its six-member team. The startup previously helped go-to-market teams create custom workflows. These included competitor intelligence, content repurposing, distribution, and sales call analysis. Its tools were comparable to offerings like Claude Cowork and ChatGPT Work. However, following the acquisition, Rilo will shut down and become unavailable to its customers.
Investors expressed enthusiasm about the quick turnaround. Rahul Gupta, Managing Partner at Day Zero Ventures, said Rilo’s workflow builder product was ahead of the curve. He added it would prove extremely valuable to a giant like Adobe.
The acquisition fits Adobe’s broader marketing strategy. Last year, the company made a marquee purchase, buying SEO firm Semrush for $1.9 billion. Rivals are moving similarly, since Canva has bolstered its marketing portfolio through several acquisitions. Meanwhile, Amazon, Google, and Meta have each built their own AI-powered marketing rails. This deal signals Adobe’s continued push to dominate AI-driven marketing tools.
