Adobe has added another Indian startup to its portfolio, acquiring Rilo, a marketing intelligence company based in India, through a deal that involved both licensing and a team acquisition. The transaction marks Adobe's second acquisition of an India-based company, following its purchase of AI-powered video platform Rephrase.ai back in 2023. Financial terms of the deal were not disclosed by either party.

Adobe confirmed the acquisition but did not offer additional commentary beyond that acknowledgment. The deal brings into Adobe's fold a small but focused team along with technology designed to automate marketing workflows - an area that has seen rapid transformation as businesses increasingly turn to artificial intelligence to streamline how campaigns are created, deployed, and tracked. The technology also touches on extracting action items from meetings and sales calls, and improving brand presence across AI-driven platforms such as ChatGPT, Google Gemini, and Claude.

A Young Startup With Early Traction

Rilo was founded in 2025 by Georgi Boby and Dhruv Jaglan, who met as batchmates at the Indian Institutes of Technology. Despite being a very young company, it managed to raise $1 million from a group of investors that included Peak XV, DeVC, and Day Zero Ventures, at a valuation of $10 million. According to a source familiar with the matter, the acquisition will result in a full exit for those investors. Adobe is expected to integrate select intellectual property from Rilo alongside its six-person team. Co-founder Dhruv Jaglan noted on his LinkedIn profile that the product had attracted more than 10,000 users before the acquisition.

The startup's core offering was aimed at go-to-market teams, giving them the ability to build customized workflows covering a range of functions. These included competitive intelligence gathering, content repurposing and distribution across channels, and analysis of sales calls. Rilo also enabled teams to set up workflow automations that were comparable in scope to enterprise-grade tools like Claude Cowork and ChatGPT Work.

Rilo to Wind Down Following the Deal

As a result of the acquisition, Rilo will cease operations and will no longer be accessible to its existing customer base. The product will be shut down as the team and technology are absorbed into Adobe's broader ecosystem.

Investor sentiment around the deal has been positive. Rahul Gupta, managing partner at Day Zero Ventures, described the outcome as a strong result given how quickly the company reached an acquisition outcome.

"We're very excited that Rilo has been acquired by Adobe in such a short span of time. 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."

Rahul Mathur of DeVC suggested that Rilo's technology could slot naturally into Adobe's customer experience and marketing suite, helping enterprise clients manage complex workflows and gain clearer visibility into how they interact with Adobe's platform and tools.

Adobe's Broader Push Into Marketing Technology

The Rilo acquisition is the latest move in what has become a sustained effort by Adobe to deepen its capabilities in marketing and AI-driven workflows. Last year, the company made a major statement in the marketing technology space by acquiring Semrush, a widely used search engine optimization and online visibility platform, for approximately $1.9 billion. That deal underscored Adobe's ambition to serve enterprise marketing teams with a more comprehensive suite of tools that goes beyond creative software.

Adobe is not alone in pursuing this direction. Competing design and marketing platform Canva has similarly expanded its marketing capabilities through a combination of acquisitions and new product launches. At the same time, major technology companies including Amazon, Google, and Meta have each developed their own AI-powered marketing infrastructure, intensifying competition across the sector.

For Adobe, bringing in Rilo's workflow automation capabilities and its engineering talent represents a targeted bet on the growing importance of AI-native tools in enterprise marketing operations. As businesses look for ways to reduce manual effort in campaign management and gain faster insights from their marketing data, the kind of automation Rilo was building has become increasingly central to how marketing teams operate at scale.