Adobe Acquires Peak XV-Backed AI Martech Startup Rilo

Adobe has announced the acquisition of Peak XV Partners-backed AI martech startup Rilo for an undisclosed sum. An Adobe spokesperson confirmed the news to Inc42, but the deal's size remains undisclosed. This marks Adobe's second acquisition of an Indian startup, following the purchase of Rephrase.ai in 2023. According to Adobe, the acquisition brings a "strong" technical team into its fold, allowing the company to expand marketing workflows for its customers and integrate Rilo's AI capabilities into its enterprise suite.

Rilo's cofounder, Dhruv Jaglan, expressed excitement about joining Adobe, stating that he founded the company with Georgi Boby in 2025 to expand AI's reach beyond engineers to all knowledge workers. Existing Rilo clients will no longer have access to the platform after the acquisition, which will close, while the team will be integrated into Adobe.

Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo's AI tools enable marketing and go-to-market teams to build complex workflows in plain English and execute them autonomously using AI agents. The platform addresses use cases such as competitor intelligence, social media outreach, and campaign research. Prior to the acquisition, Rilo raised $1 Mn in seed funding from Peak XV Partners and DeVC, valuing the company at $10 Mn.

At the time of the acquisition, Rilo had already scaled to 10,000 users within months of its launch.