Adobe Acquires Indian AI Startup Rilo to Boost Agentic Marketing Automation
CE DESK 
Adobe has acquired Indian AI startup Rilo in a deal involving technology licensing and the acquisition of its team. The news was first reported by TechCrunch and later confirmed by Adobe. Neither company has disclosed the financial terms of the deal.
Rilo was founded in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby. The startup is based in Bengaluru. It built AI agents that help marketing and sales teams automate their daily work. Users could describe complex workflows in simple English, and the AI would build and run these workflows across hundreds of tools. This made Rilo useful for tasks like competitor tracking, content repurposing, sales call analysis, and social media research.
Before the acquisition, Rilo had already grown fast. Within a few months of launch, its product crossed more than 10,000 users. The startup had raised $1 million in funding from investors like Peak XV Partners, DeVC, and Day Zero Ventures. This funding came at a valuation of $10 million. Following the Adobe deal, these investors are expected to get an exit from their investment.
As part of the acquisition, Adobe will bring in Rilo’s six-member team and integrate some of its technology and intellectual property. However, Rilo’s own platform will be shut down. This means existing customers of Rilo will no longer be able to use its product going forward. This kind of deal is common in the tech industry, where a bigger company mainly wants the people and technology, not the original product itself.
This is Adobe’s second acquisition of an Indian startup. The first was Rephrase.ai, a generative AI video company, which Adobe bought back in 2023. This shows Adobe’s continued interest in Indian AI talent and technology. The company appears to be building up its capabilities in agentic AI, which means AI systems that can act on their own to complete tasks for users.
Industry watchers believe this acquisition will help Adobe strengthen its Experience Cloud products. These tools already combine customer journey analytics with marketing automation. Adding Rilo’s technology could help Adobe offer smarter audience insights and better personalization for its enterprise clients.
