Adobe acquires PeakXV-backed AI startup Rilo to expand marketing automation

Adobe has acquired AI startup Rilo, backed by Peak XV, to enhance its AI-powered workflow automation for enterprise marketers. The acquisition occurred within a year of Rilo's founding in 2025. Co-founders Dhruv Jaglan and Georgi Boby built an AI platform that allowed users to create and automate sales and marketing tasks via natural language.

The platform, which attracted over 10,000 users, could generate workflows from plain English commands. Rilo's applications included lead generation, competitor tracking, sales outreach, content distribution, and sales-call analysis. Managing partner Rahul Gupta of Day Zero Ventures, a Rilo investor, expressed excitement over Adobe's acquisition, praising the startup's advanced workflow builder.

Rilo had raised approximately $1 million from investors such as Peak XV Partners, DeVC, and Day Zero Ventures, including Ishaan Mittal of Peak XV. Adobe's focus on generative AI and AI agents in its marketing and customer experience products led to this acquisition, making Rilo its second Indian acquisition after Rephrase.ai in 2023.

Jaglan announced the acquisition on LinkedIn, stating that Rilo would join Adobe to assist Fortune 500 marketers in adopting AI. The company's team, including Jaglan and Boby, will join Adobe to assist in transitioning existing users' workflows.