Adobe has acquired Rilo, an Indian marketing intelligence startup, in a deal involving team and technology integration, according to TechCrunch. The acquisition marks Adobe’s second Indian acquisition after Rephrase.ai in 2023. Adobe confirmed the deal but did not disclose its terms. The acquisition is expected to enhance Adobe’s marketing tools by adding automation capabilities for workflows, including campaign creation, task management, and brand visibility on AI platforms like ChatGPT, Gemini, and Claude. Rilo’s technology could strengthen Adobe’s offerings for its enterprise clients.
Rilo, founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, raised $1 million at a $10 million valuation. Investors including Peak XV, DeVC, and Day Zero Ventures are expected to gain an exit through this acquisition. Adobe plans to integrate Rilo’s intellectual property and its six-member team. Jaglan noted on LinkedIn that over 10,000 users had tested Rilo’s tools. The startup focused on creating custom workflows for go-to-market teams, including competitor intelligence, content repurposing, and sales call analysis. It also offered workflows comparable to tools like Claude Cowork and ChatGPT Work.
Post-acquisition, Rilo will shut down and cease operations for its customers. Rahul Gupta, managing partner at Day Zero Ventures, praised Rilo’s workflow builder as being ahead of its time and valuable for Adobe’s customer experience. Adobe’s recent acquisition of Semrush for $1.9 billion highlights its strategy to bolster marketing capabilities. DeVC’s Rahul Mathur added that Rilo could fit into Adobe’s CX and marketing suite to manage complex workflows and provide customers with visibility into actions taken on Adobe’s platform. Rivals like Canva and tech giants such as Amazon, Google, and Meta have also expanded their marketing capabilities through acquisitions and in-house AI development.
Source: techcrunch
