Adobe has acquired Rilo, an India-based AI marketing automation startup founded less than a year ago. The companies did not disclose financial terms. The deal brings Rilo's technology and team into Adobe as the software giant pushes deeper into AI for enterprise marketing and customer experience.

Rilo becomes Adobe's second known acquisition from India, after the 2023 purchase of AI video startup Rephrase.ai.

What Rilo built

IIT Bombay alumni Dhruv Jaglan and Georgi Boby founded Rilo in 2025. The platform lets users build and run complex workflows using natural language prompts, targeting users without technical skills from day one.

The product later shifted focus to marketing and go-to-market teams. Current use cases include competitive intelligence, prospecting, content distribution, social media activity and sales-call analysis.

Traction came fast. Rilo reportedly drew more than 10,000 users within months of launch. Investors included Peak XV Partners, DeVC and Day Zero Ventures, which put roughly $1 million into the company at a reported $10 million valuation.

What Adobe gets

TechCrunch reported the transaction covers licensing and a team acquisition, with Adobe integrating parts of Rilo's intellectual property.

The core value is Rilo's approach to agentic AI. Instead of only assisting users, its agents take a natural-language instruction and execute it across multiple tools. That model fits the direction enterprise marketing is heading: AI systems that complete multi-step workflows — campaign execution, market intelligence, broader marketing operations — with less manual intervention.

For Adobe, Rilo adds execution-capable automation to a portfolio already deep in marketing tooling. The question now is how quickly Adobe folds the technology into products its enterprise customers actually pay for.

Part of a broader spending pattern

The Rilo deal follows Adobe's $1.9 billion acquisition of SEO company Semrush, another move to strengthen its marketing technology stack. The two deals show Adobe buying both established assets and early-stage teams as it builds out AI capabilities across marketing and customer experience.

The transaction also underlines the growing weight of Indian AI startups in enterprise software, particularly where workflow automation, AI agents and marketing intelligence converge.

Rilo's team and technology now move inside Adobe, giving the company another set of capabilities to develop AI-powered tools for large enterprise marketing organizations. Adobe has not said which products will absorb the technology first.

About Adobe

Adobe's portfolio spans creative, document and digital experience products. Its Digital Experience business covers marketing, analytics, commerce and customer experience technologies. The company has increasingly integrated generative and agentic AI across its product ecosystem.