Adobe Buys Indian Marketing Intelligence Startup Rilo

Adobe is acquiring Rilo, an Indian marketing intelligence startup that automates marketing workflows. As part of the acquisition deal, Adobe is expected to integrate some of Rilo’s licenses and onboard its six member team. The companies did not disclose details about the acquisition deal. This is the second time Adobe has acquired an Indian firm after it bought video platform Rephrase in 2023. 

Why is Adobe Acquiring Rilo?

Adobe’s decision to acquire the AI startup gives it the technology and talent in marketing workflow automation. This is an area that has experienced significant changes as enterprises turn to AI to develop tools that automate the design, deployment, and tracking of marketing campaigns. 

As a marketing intelligence platform, Rilo developed AI-powered tools that enabled go-to market teams to automate marketing and sales workflows. Its technology could give Adobe another building block for expanding AI-driven automation across its marketing and customer experience products.

Rilo’s “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 Gupta, Managing Partner at Day Zero Ventures noted as cited by TechCrunch. 

Increasingly, enterprises are using AI tools to summarize action items from meetings, complete tasks, and increase brand visibility on platforms such as Claude, ChatGPT, and Gemini. Rio’s technology is expected to support Adobe’s products as the design software company targets bigger customers. Adobe is acquiring the Indian startup at a time when it is deepening AI integration into its design products.

When Was Rilo Founded?

Rilo was co-founded by Georgi Boby and Dhruv Jaglan in 2025. Since its founding, the marketing intelligence startup has raised $1 million at a $10 million valuation from multiple investors. These include Day Zero Ventures, PeakXV, and DeVC. 

“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” Gupta noted. 

Using Rilo’s platform, go-to-market teams would develop customized workflows for a wide range of tasks, which included competitor intelligence, content repurposing and distribution, and sales call analysis.

The platform also allowed marketing teams to build customized workflows, similar to those found in Claude Cowork and ChatGPT Work. Following its acquisition by Adobe, Rilo will retire its platform and its services will no longer be accessible to customers. 

According to DeVC’s Rahul Mathur Rilo’s technology could strengthen Adobe’s CX platform and marketing offerings. It could automate complex workflows while giving customers deeper insight into how they use the company’s creative tools and services. A source close to the startup said the Adobe Rilo acquisition deal enables investors to exit.

What Rilo’s Acquisition Means for Adobe

As demand for automated workflows increases, Rilo’s acquisition could deepen Adobe's AI capabilities in marketing. For Adobe, a big opportunity lies in turning the startup’s workflow capabilities into features that deliver measurable value for enterprise customers. As competition in AI-powered marketing intensifies, the acquisition could help Adobe make its broader platform more intelligent, connected, and efficient.