Adobe Rilo Acquisition Brings AI Marketing Startup Into Adobe
The deal gives Adobe Rilo's workflow technology and six-member team, while the startup's product will shut down.
Adobe Rilo acquisition brings Indian AI marketing startup Rilo into Adobe through a deal covering the startup's technology and team. TechCrunch reported the transaction on September 2, and Adobe confirmed the deal. Financial terms were not disclosed.
Rilo was founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby. The startup built AI-powered workflows for marketing and go-to-market teams, allowing users to describe tasks in natural language and have software assemble and run the workflow across multiple tools.
What the Adobe Rilo acquisition adds
Rilo's product focused on work that normally spans several marketing and sales tools. Its workflows covered competitor intelligence, prospecting, content repurposing and distribution, sales outreach, campaign research, and sales call analysis. The company later positioned the product as a way for teams to create AI employees for marketing and go-to-market work.
The startup reached more than 10,000 users within months of launch, according to co-founder Dhruv Jaglan. Rilo had raised about $1 million from investors including Peak XV Partners, DeVC, and Day Zero Ventures at a reported $10 million valuation. TechCrunch reported that Adobe will integrate some of Rilo's intellectual property and bring its six-member team into the company.
Rilo's existing product will shut down after the transaction. Jaglan said the team would help users transition their workflows, while Adobe has not detailed which Rilo capabilities will appear in its products or when they will be released.
Why Rilo fits Adobe's AI marketing strategy
The Adobe Rilo acquisition arrives as Adobe is building AI systems that can do more than generate content. In June, Adobe announced general availability of CX Enterprise Coworker, which coordinates AI agents and workflows across marketing campaigns, customer engagement, and marketing operations. Adobe has also been expanding tools that connect customer data, content, and AI agents across enterprise systems.
That makes Rilo's workflow approach relevant to Adobe's existing direction. Rilo focused on turning natural-language instructions into multi-step actions, while Adobe is building a broader enterprise layer for customer experience and marketing work. The acquisition gives Adobe another team and technology base for that effort without requiring Adobe to build every workflow capability internally.
Adobe has also connected marketing intelligence with AI-driven optimization. Its Brand Visibility announcement described a system combining Semrush's AI visibility intelligence with Adobe's agentic content optimization capabilities. Rilo adds another piece to the execution side of that strategy: workflows that can carry out marketing and go-to-market tasks.
Adobe's second acquisition in India
Rilo is Adobe's second known acquisition from India, following its purchase of AI video startup Rephrase.ai in 2023. Adobe also completed its $1.9 billion acquisition of Semrush in 2025, adding search and marketing intelligence capabilities to its portfolio.
For Rilo customers, the immediate change is that the standalone product is ending. For Adobe, the next question is how quickly Rilo's workflow technology and team translate into features for enterprise marketers. The company has not announced a specific product or release date for those capabilities.