Adobe acquires Rilo, an India-based marketing intelligence startup, in a deal involving licensing and team acquisition. This marks Adobe’s second acquisition from India after it bought video platform Rephrase.ai in 2023. The companies did not disclose the deal’s terms.
Beyond confirming the deal, Adobe declined to comment on further details.
Why Adobe Acquires Rilo for Marketing Automation
The acquisition gives Adobe a small team and technology focused on automating marketing workflows. These workflows have been changing as companies use AI to build tools for automating the creation, deployment, and tracking of campaigns. Rilo’s technology also helps get action items from meetings or calls to complete tasks and increase brand visibility on platforms like ChatGPT, Gemini, and Claude.
When Adobe acquires Rilo, it gains technology that could bolster its existing products as the company targets its larger customers. The integration of Rilo’s IP along with its six-member team will strengthen Adobe’s position in the competitive marketing technology landscape.
Founding Story and Funding
Founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, Rilo raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will get an exit from this deal, and Adobe will integrate some of Rilo’s IP along with the six-member team. Jaglan mentioned on LinkedIn that more than 10,000 people had tried out the tool.
The rapid success of Rilo caught the attention of major players in the industry. In a short span of time, the startup built a product that addressed critical pain points for go-to-market teams, making it an attractive acquisition target for a technology giant like Adobe.
Rilo’s Workflow and Automation Capabilities
Rilo worked on letting go-to-market teams create custom workflows. These included:
Competitor intelligence gathering and analysis
Content repurposing and distribution across multiple channels
Sales call analysis and action item extraction
Custom workflow automation comparable to tools like Claude Cowork and ChatGPT Work
The platform allowed teams to set up automated processes that saved time and improved efficiency. By using AI to handle routine tasks, marketing professionals could focus on strategy and creative work rather than manual data processing and campaign management.
Post-acquisition, Rilo will shut down and won’t be available to its customers. This means existing users will need to transition to Adobe’s suite of marketing tools as the startup’s technology gets integrated into the larger platform.
Industry Reactions to Adobe Acquires Rilo
“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” said Rahul Gupta, managing partner at Day Zero Ventures, to TechCrunch over email. “Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity.”
This sentiment reflects the broader industry view that Adobe acquires Rilo as a strategic move to enhance its customer experience and marketing capabilities. The startup’s innovative approach to workflow automation fills a gap in Adobe’s existing product lineup.
Adobe’s Growing Marketing Portfolio
Adobe made a marquee marketing acquisition last year by buying SEO optimization company Semrush for $1.9 billion. DeVC’s Rahul Mathur told TechCrunch that Rilo could fit into Adobe’s CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative company’s platform.
The acquisition of Rilo follows a pattern of Adobe strengthening its marketing technology offerings. With each acquisition, Adobe builds a more comprehensive suite of tools that can compete with other major players in the space.
Competitive Landscape
Rivals like Canva have also bolstered their marketing portfolio with acquisitions and new launches. Meanwhile, Amazon, Google, and Meta have built their own AI-powered marketing rails. The competition in the marketing technology space has intensified as companies recognize the value of AI-driven automation.
When Adobe acquires Rilo, it positions itself to compete more effectively against these rivals. The integration of Rilo’s workflow automation capabilities gives Adobe an edge in helping customers streamline their marketing operations and gain actionable insights from their data.
What This Means for Adobe’s Future
This acquisition aligns with Adobe’s broader strategy to enhance its marketing and customer experience (CX) suite. By integrating Rilo’s technology, Adobe can offer customers better tools for automating complex workflows and gaining actionable insights.
The acquisition also highlights Adobe’s continued interest in the Indian startup ecosystem. After acquiring Rephrase.ai in 2023, this deal further strengthens Adobe’s presence in India’s thriving AI and marketing technology space.
With Rilo’s six-member team joining Adobe and the startup’s technology being integrated, customers can expect to see new features and capabilities in Adobe’s marketing products. The acquisition also provides an exit for Rilo’s investors, marking a successful milestone for the young startup.
Background on the Founders
Dhruv Jaglan and Georgi Boby, the co-founders of Rilo, are IIT batchmates who identified an opportunity in the marketing automation space. Their background in technology and understanding of go-to-market challenges helped them build a product that resonated with thousands of users.
The founders’ journey from startup to acquisition in just over a year demonstrates the potential for innovative AI companies in India’s growing technology ecosystem. Their success story serves as inspiration for other entrepreneurs in the region.
Looking Ahead
As Adobe integrates Rilo’s technology, marketing professionals can expect more sophisticated automation tools within Adobe’s suite. The combination of Adobe’s existing creative and marketing products with Rilo’s workflow capabilities creates new possibilities for customers.
For businesses using Adobe’s marketing tools, the acquisition means access to advanced automation features that can improve efficiency and effectiveness. The integration of AI-powered workflows will help teams manage complex marketing campaigns with greater ease.
Adobe acquires Rilo as part of its strategic expansion into AI-powered marketing automation. The acquisition brings innovative workflow technology and a talented team into Adobe’s ecosystem, strengthening its position in the competitive marketing technology landscape.
With this acquisition, Adobe continues to invest in the Indian startup ecosystem and AI-driven solutions that enhance customer experience and productivity. As the marketing technology space evolves, Adobe’s strategic acquisitions position it well for future growth and innovation.
