Adobe has acquired India-based marketing intelligence startup Rilo in a deal that involves licensing Rilo’s intellectual property and hiring its team, TechCrunch reported and Adobe confirmed. The companies did not disclose financial terms, and Adobe declined further comment beyond confirming the transaction.
Why the acquisition matters
The deal brings Adobe a small team and technology focused on automating marketing workflows at a time when AI is increasingly used to create, deploy and track campaigns, extract action items from meetings or calls, and boost brand visibility on platforms like ChatGPT, Gemini and Claude. Rilo’s capabilities could be integrated into Adobe’s existing products to serve larger customers with more complex workflow needs.
Rilo’s background and funding
Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The company raised $1 million from investors including Peak XV, DeVC and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will receive an exit in the deal, and Adobe will absorb some of Rilo’s IP along with its six-member team.
What Rilo built
Rilo developed tools to let go-to-market teams create custom workflows for tasks such as competitor intelligence, content repurposing and distribution, and sales call analysis. It also enabled teams to set up bespoke workflows comparable to features in tools like Claude Cowork and ChatGPT Work.
Post-acquisition outcome
Following the acquisition, Rilo will shut down and will no longer be available to its customers as the technology and team are folded into Adobe.
Rahul Gupta, managing partner at Day Zero Ventures, told TechCrunch by email: “We’re very excited that Rilo has been acquired by Adobe in such a short span of time. 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.”
Industry context
This is Adobe’s second acquisition from India after buying video platform Rephrase.ai in 2023. Last year Adobe made a notable marketing acquisition when it bought SEO optimization company Semrush for $1.9 billion. Rivals such as Canva have also expanded their marketing capabilities through acquisitions and new product launches, while Amazon, Google and Meta build their own AI-powered marketing rails.
The Rilo acquisition reflects a broader industry trend of larger software companies acquiring specialized marketing automation and customer experience technology to offer more comprehensive, AI-enabled workflows to their customers.
