Adobe has made a move that could reshape how businesses handle AI-powered marketing workflows. The software giant has acquired Indian marketing intelligence startup Rilo, gaining its technology and six-member team as companies increasingly turn to AI to automate complex marketing tasks.
• Adobe has acquired India-based startup Rilo
• The deal includes Rilo’s technology and team
• Financial terms were not disclosed
Rilo was founded in 2025 by IIT classmates Georgi Boby and Dhruv Jaglan. The startup raised $1 million from Peak XV, DeVC and Day Zero Ventures at a $10 million valuation, while more than 10,000 people reportedly tried its product. Adobe has not revealed how much it paid for the company.
• Rilo launched less than two years ago
• Investors backed the startup at a $10 million valuation
• Its AI tool attracted more than 10,000 users
The startup focused on automating work for marketing and sales teams. Its platform could create custom workflows for competitor research, content repurposing and distribution, as well as sales call analysis. The approach closely resembled newer AI agent tools designed to complete multi-step tasks with less human involvement.
• Rilo targeted marketing and sales teams
• Its workflows automated several time-consuming tasks
• The technology could complement Adobe’s AI products
The acquisition comes as Adobe expands its push into AI-powered customer experience and marketing tools. The company also acquired SEO software firm Semrush for $1.9 billion last year, while competitors such as Canva, Amazon, Google and Meta continue building or buying technology designed to automate marketing.
• Adobe is expanding its marketing technology portfolio
• AI is changing how companies manage campaigns
• Competitors are making similar moves
Rilo will shut down following the acquisition, meaning existing customers will no longer be able to use the product. Adobe’s latest deal highlights a bigger shift taking place across the technology industry, where promising AI startups can quickly become valuable targets for companies looking to add automation to their existing platforms.
• Rilo’s product will no longer be available
• Adobe will integrate parts of its technology
• AI workflow automation is becoming a major industry battleground
Via: Tech Crunch
