Adobe has acquired Rilo, an Indian marketing intelligence startup, in a deal confirmed by the company that involves licensing technology and hiring the team.
This marks Adobe’s second purchase from India, following the 2023 acquisition of video platform Rephrase.ai. Neither party disclosed the financial terms.
Adobe declined to offer further comment.
The acquisition details
The deal brings a small team and specific technology to Adobe focused on automating marketing workflows. These workflows have changed as firms use AI to build tools for creating, deploying, and tracking campaigns. They also extract action items from meetings and calls to complete tasks, while increasing brand visibility on platforms like ChatGPT, Gemini, and Claude.
Rilo’s technology could strengthen Adobe’s existing products as the company targets its larger customers.
Georgi Boby and Dhruv Jaglan, former IIT batchmates, founded Rilo in 2025. They raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation.
A source told TechCrunch that investors will receive an exit from this deal. Adobe will integrate some of Rilo’s intellectual property along with the six-member team.
The company enabled go-to-market teams to create custom workflows. These included competitor intelligence, content repurposing and distribution, and sales call analysis. It also allowed teams to set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work.
Post-acquisition, Rilo will shut down and will not remain available to its customers.
“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” Rahul Gupta, Managing Partner, Day Zero Ventures told 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.”
Adobe made a major marketing acquisition last year by buying SEO optimisation 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. This would give customers visibility into actions they take on the creative company’s platform.
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.
What it means
For the people making things, this means Adobe is adding a layer of automation to its existing suite. Users dealing with complex marketing tasks will have access to new workflow capabilities that handle competitor tracking and content repurposing without needing to build them from scratch. The shift removes a specific tool from the market, but consolidates its functionality within Adobe’s broader ecosystem for enterprise clients.
