Adobe acquires Indian market intelligence startup Rilo

Adobe has purchased India-based marketing intelligence startup Rilo in a deal involving both licensing and team acquisition, according to TechCrunch. This marks Adobe's second acquisition from India, following its acquisition of video platform Rephrase.ai in 2023. The specific terms of the deal were not disclosed, but Adobe declined to comment.

The acquisition grants Adobe a small team and technology aimed at automating marketing workflows, which have evolved as companies leverage AI to streamline campaign creation, deployment, tracking, task completion, and brand visibility on platforms such as ChatGPT, Gemini, and Claude.

Rilo's technology could potentially enhance Adobe's existing products as the company seeks to cater to its larger clientele. Founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan, Rilo raised $1 million in funding from investors including Peak XV, DeVC, and Day Zero Ventures, valuing the company at $10 million. It was reported that investors anticipate an exit from this transaction, and Adobe will incorporate Rilo's intellectual property alongside the six-person team.

Rilo specialized in enabling go-to-market teams to construct bespoke workflows, encompassing competitor intelligence, content repurposing and distribution, and sales call analysis. It also facilitated the creation of customized workflows akin to tools like Claude Cowork and ChatGPT Work. Following the acquisition, Rilo will cease operations and will no longer be accessible to its customers.

"We are thrilled that Rilo has been acquired by Adobe in such a short time," remarked Rahul Gupta, managing partner at Day Zero Ventures, in an email to TechCrunch. "Their workflow builder product was ahead of its time and will be invaluable to a powerhouse like Adobe in improving customer experience and productivity." Last year, Adobe made a prominent marketing acquisition by purchasing SEO optimization company Semrush for $1.9 billion.

DeVC's Rahul Mathur told TechCrunch that Rilo's incorporation into Adobe's CX and marketing suite would handle intricate workflows and provide customers with insights into actions taken on the creative company's platform. Competitors such as Canva have also bolstered their marketing portfolios through acquisitions and new launches. Meanwhile, Amazon, Google, and Meta have developed their own AI-driven marketing infrastructure.