Adobe has acquired India-based AI marketing startup Rilo in a deal valuing the company at $10 million. The acquisition brings Adobe a small team and AI-driven technology focused on automating marketing workflows, an area increasingly critical for campaign creation and brand visibility across AI platforms.
TL;DR
- Adobe acquires Rilo for $10M, adding AI marketing automation capabilities to its enterprise tools.
- Rilo's technology focuses on automating marketing workflows, competitor intelligence, and sales call analysis.
- The acquisition follows Adobe's larger $1.9 billion purchase of SEO firm Semrush in 2025.
What happened
Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition. This marks Adobe's second acquisition in India, following its purchase of video platform Rephrase.ai in 2023. Deal terms were not disclosed, but the acquisition values Rilo at $10 million, according to a source.
Rilo's platform enabled go-to-market teams to build custom AI workflows for competitor intelligence, content repurposing, and sales call analysis. The company was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan and had raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures.
Adobe will absorb Rilo's intellectual property and six-person team. Rilo's tools are expected to strengthen Adobe's offerings for larger enterprise customers, particularly in automating marketing workflows and boosting brand visibility across AI platforms like ChatGPT, Gemini, and Claude.
Why it matters
The acquisition enhances Adobe's capabilities in AI-driven marketing automation, an area increasingly relied upon by companies for campaign creation, task automation, and brand visibility. This is particularly relevant as competitors like Canva also expand their AI marketing capabilities.
For investors, the deal provides an exit strategy, with Adobe absorbing Rilo's intellectual property and team. Rahul Gupta of Day Zero Ventures noted that Rilo's workflow technology is ahead of its time and will prove valuable to Adobe's broader customer experience efforts.
The acquisition follows Adobe's larger 2025 purchase of SEO firm Semrush for $1.9 billion, indicating a strategic focus on enhancing its marketing and SEO capabilities through AI-driven technologies.
Key facts
- Adobe acquires Rilo for $10 million, according to a source.
- Rilo was founded in 2025 by Georgi Boby and Dhruv Jaglan.
- Rilo had raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures.
- Adobe will absorb Rilo's intellectual property and six-person team.
- Rilo's platform focuses on automating marketing workflows, competitor intelligence, and sales call analysis.
- The acquisition marks Adobe's second acquisition in India, following Rephrase.ai in 2023.
- Adobe previously acquired SEO firm Semrush for $1.9 billion in 2025.
- Rilo's tools are expected to strengthen Adobe's offerings for larger enterprise customers.
Context
Adobe's acquisition of Rilo is part of a broader trend in the AI industry, where companies are increasingly focusing on enhancing their marketing and SEO capabilities through AI-driven technologies. This trend is driven by the growing importance of automating marketing workflows and boosting brand visibility across AI platforms.
The acquisition also highlights the strategic focus of major tech companies on expanding their presence in the Indian market. Adobe's previous acquisition of Rephrase.ai in 2023 indicates a continued interest in leveraging Indian startups for innovative technologies.
As competitors like Canva also expand their AI marketing capabilities, Adobe's acquisition of Rilo positions the company to stay competitive in the rapidly evolving AI marketing landscape.