Adobe has acquired Indian AI startup Rilo, less than a year after its launch, as the US software company expands its capabilities in AI-powered marketing automation.
Adobe confirmed the acquisition but has not provided further details about the deal.
The transaction is Adobe’s second known acquisition of an Indian startup, following its purchase of Bengaluru-based generative AI video company Rephrase.ai in 2023.
Rilo was founded in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby. The startup developed an AI automation platform aimed at marketing and go-to-market teams.
Its technology allowed users to describe workflows in plain English and have AI agents build and execute them across different tools. Rilo supported tasks including competitor intelligence, prospecting, content repurposing and distribution, sales-call analysis and campaign research.
The platform also allowed customers to create their own customised AI workflows rather than relying only on pre-built automations.
Jaglan said more than 10,000 users had built with Rilo within months of its launch.
Announcing the acquisition on LinkedIn, he said Rilo was joining Adobe to help bring AI to Fortune 500 marketers. He said the company had started with the aim of expanding the use of AI among knowledge workers beyond engineers.
Boby also confirmed the deal on LinkedIn, saying Rilo’s mission from the beginning had been to expand the power of AI beyond engineers.
“I’m incredibly proud of the team, what we’ve built and the pace we built it in,” he wrote, adding that the move to Adobe would allow the team to continue that mission at a larger scale.
According to media reports, Rilo raised $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures at a valuation of $10 million.
As part of the deal, Adobe is expected to integrate some of Rilo’s intellectual property and bring its six-member team on board. Rilo’s investors are also expected to receive an exit.
Rahul Gupta, managing partner at Day Zero Ventures, described Rilo’s workflow builder as being ahead of the curve and said it could be valuable to Adobe in enhancing customer experience and productivity.
Rilo will shut down following the acquisition, and its platform will no longer be available to customers. Jaglan said the company will help users move their workflows during the transition.
Adobe has not publicly detailed where Rilo’s technology will be incorporated into its products.
The acquisition comes as technology companies increasingly use AI agents to automate marketing workflows, from content production and distribution to customer engagement and campaign analysis.