Adobe acquires Indian marketing intelligence startup Rilo
Adobe has acquired Rilo, an India-based startup that automates marketing workflows, in an undisclosed deal involving the company's technology and six-person team.
What happened
Adobe confirmed the acquisition of Rilo, a marketing intelligence startup founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan. Rilo had raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation; those investors will receive an exit from the deal. Adobe will integrate Rilo's intellectual property and its six-member team into its operations. Rilo's technology focused on automating marketing workflows, including competitor intelligence, content repurposing, sales call analysis, and custom workflow creation. The acquisition is Adobe's second from India, following its 2023 purchase of video platform Rephrase.ai. Post-acquisition, Rilo will shut down and cease service to existing customers.
Context
The acquisition reflects Adobe's strategy to strengthen its marketing and customer experience product suite as companies increasingly adopt AI-powered tools for campaign automation, meeting analysis, and brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo's workflow automation capabilities could enhance Adobe's existing offerings for larger customers. This move positions Adobe to compete with rivals like Canva, which have similarly bolstered marketing portfolios through acquisitions, and major tech companies such as Amazon, Google, and Meta that have built proprietary AI-powered marketing infrastructure. The deal demonstrates continued investor appetite for marketing automation startups, with early-stage venture firms achieving exits through acquisition by larger platform companies.