Adobe Acquires Indian AI Marketing Startup Rilo in Second Known India Deal
Before the acquisition, Rilo had raised about $1 million from Peak XV Partners, DeVC and Day Zero Ventures at a reported valuation of $10 million.
Adobe has acquired Indian AI marketing automation startup Rilo in a transaction involving the licensing of its technology and the transfer of its team to the software company. The financial terms of the deal were not disclosed.
The transaction marks Adobe’s second known acquisition of an Indian startup, following its acquisition of Bengaluru-based generative AI video startup Rephrase.ai in 2023. The Rilo deal comes as Adobe expands its focus on agentic AI and automation across marketing and customer experience workflows.
Rilo’s standalone product will be shut down following the transaction, while its six-member team, including cofounders Dhruv Jaglan and Georgi Boby, will join Adobe. According to TechCrunch, Adobe will integrate some of Rilo’s intellectual property into its products.
“Beyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers,” Jaglan said in a LinkedIn post announcing the development.
Founded in September 2025 by 2 IIT Bombay alumni, Rilo was built to extend AI-powered automation beyond software engineers and technical users. Its platform allowed users to describe complex business workflows in natural language, after which AI agents could build and execute those workflows across multiple tools.
Rilo’s use cases included competitor intelligence, content repurposing and distribution, and sales-call analysis. The startup also enabled go-to-market teams to create customised workflows around specific business outcomes instead of manually building conventional workflow diagrams.
Jaglan said Rilo’s product had been tried by more than 10,000 users within months of its launch. The startup was focused on using AI agents to execute multi-step business processes rather than limiting AI to content generation or conversational assistance.
Before the acquisition, Rilo had raised about $1 million from Peak XV Partners, DeVC and Day Zero Ventures at a reported valuation of $10 million. TechCrunch reported that the transaction will provide an exit to Rilo’s investors, while Adobe will take on the startup’s technology and six-member team.
The acquisition comes less than a year after Rilo’s founding and gives Adobe access to a small team working on AI agents and marketing workflow automation. For Rilo, the deal provides a route for its technology to be developed within Adobe rather than continuing as a standalone product, which will be discontinued following the transaction.
The deal also fits into Adobe’s broader push towards agentic AI in its customer experience business. In April 2026, Adobe introduced Adobe CX Enterprise, an end-to-end agentic AI system designed to help businesses manage customer journeys spanning acquisition, engagement, conversion and loyalty. The company said its system combines AI agents, agent skills and Model Context Protocol endpoints with intelligence and governance capabilities to automate customer-experience workflows.
Adobe has since expanded those capabilities. Its CX Enterprise platform now includes agentic AI features designed to automate tasks, deliver insights and streamline workflows, while CX Enterprise Coworker is positioned to automate end-to-end customer-experience workflows, including detecting signals, building audiences and launching campaigns.
Rilo’s focus on natural-language instructions and multi-step workflows could therefore complement Adobe’s existing direction in agentic marketing. Rather than simply generating content or providing recommendations, the technology is designed around AI agents carrying out sequences of actions across business tools.
The acquisition also follows Adobe’s larger expansion in marketing technology. In November 2025, Adobe announced a $1.9 billion deal to acquire Semrush, a brand-visibility and search software company. Adobe completed the acquisition on April 28, 2026, for approximately $1.87 billion, adding Semrush’s capabilities around brand visibility, search and discovery in AI-driven environments to its customer-experience portfolio.
For Rilo, the acquisition comes less than a year after its launch. For Adobe, it adds a six-member engineering team and technology built around agentic workflows at a time when the company is expanding AI capabilities across its marketing and customer-experience products.