Key facts
- Adobe has acquired Indian marketing intelligence startup Rilo.
- The acquisition includes Rilo's technology and its six-member team.
- Rilo's technology is designed to automate marketing workflows using AI.
- Rilo was founded in 2025 and had raised $1 million from investors.
- Investors in Rilo will exit their investment through this deal.
- Rilo will cease operations following the acquisition.
Adobe has acquired India-based marketing intelligence startup Rilo, a deal that involves licensing and the acquisition of its team. This move marks Adobe's second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. The financial terms of the Rilo acquisition were not disclosed.
Rilo's technology focuses on automating marketing workflows, a critical area as companies increasingly use AI for campaign creation, deployment, tracking, and task management across platforms like ChatGPT, Gemini, and Claude. The integration of Rilo's capabilities is expected to enhance Adobe's existing products, particularly for its larger enterprise clients.
Founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan, Rilo had previously raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation. Sources indicate that investors will achieve an exit through this acquisition, and Adobe will integrate Rilo's intellectual property and its six-person team.
Rilo's platform allowed go-to-market teams to build custom workflows for competitor intelligence, content distribution, and sales call analysis, comparable to tools like Claude Cowork and ChatGPT Work. Post-acquisition, Rilo will cease operations and will no longer be available to its customers.
Investors expressed enthusiasm for the deal, with Rahul Gupta of Day Zero Ventures highlighting Rilo's workflow builder product as highly valuable for Adobe. DeVC's Rahul Mathur noted Rilo's potential fit within Adobe's customer experience and marketing suite.