Adobe acquires Indian marketing intelligence startup Rilo

In short: Adobe has acquired India-based marketing intelligence startup Rilo, and Rilo will shut down.

What happened

Adobe confirmed it has acquired Rilo, an India-based startup that built tools to automate parts of marketing work. The deal includes licensing Rilo’s technology and bringing over the team, according to TechCrunch. The companies did not share the price or other deal terms.

Rilo was founded in 2025 by Georgi Boby and Dhruv Jaglan, who studied together at IIT. It raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures, and was valued at $10 million in its last funding round. TechCrunch reported that Adobe will integrate some of Rilo’s intellectual property (its protected product ideas and code) and its six-person team.

Rilo focused on “workflows,” which are step-by-step processes a team repeats often, like checking competitors, reusing content across channels, and analyzing sales calls. You can think of it like creating a reusable checklist that runs on autopilot for common tasks. After the acquisition, Rilo will no longer be available to customers.

This is Adobe’s second acquisition from India, after it bought Rephrase.ai in 2023. Adobe has also been active in marketing-related deals more broadly, including its reported $1.9 billion purchase of SEO company Semrush last year.

Why it matters

Many companies are trying to save time on marketing tasks and keep up with new places people discover brands, including AI chat tools like ChatGPT. By buying Rilo, Adobe gets a small specialist team and software that could be folded into Adobe’s products for bigger business customers.

Source: TechCrunch AI