Adobe has acquired the Indian market intelligence startup Rilo in a deal that includes licensing of technology and acquisition of its six-member team. This marks Adobe’s second Indian acquisition after purchasing Rephrase.ai in 2023. The deal’s financial terms have not been disclosed, though investors are expected to exit, with Rilo’s intellectual property integrated into Adobe’s offerings. Founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan, the startup raised $1 million led by Peak XV, DeVC, and Day Zero Ventures, reaching a valuation of $10 million.

Rilo developed AI-powered tools that automate marketing workflows, helping go-to-market teams with tasks like competitor analysis, content repurposing, sales call insights, and campaign distribution. Its platform offered customizable workflows similar to those available on AI tools like ChatGPT and Claude, enabling marketing teams to boost productivity and manage campaigns more efficiently. Over 10,000 users had engaged with Rilo’s product before the acquisition, highlighting its early traction within the marketing technology space.

This acquisition strengthens Adobe’s marketing technology stack, which already includes significant investments such as its $1.9 billion purchase of SEO company Semrush last year. Industry experts suggest that Rilo’s technology will fit well within Adobe’s Customer Experience (CX) and marketing suite, enabling customers to streamline complex workflows and improve visibility into their creative and marketing activities. The move also places Adobe in closer competition with rivals like Canva which have been expanding their marketing automation offerings through acquisitions and new product launches.

Following the acquisition, Rilo will cease its independent operations, with Adobe fully absorbing its technology and team. The deal aligns with Adobe’s broader AI strategy to embed intelligence in marketing and creative workflows, helping large enterprise customers enhance productivity through automation. As Adobe and other major players like Amazon, Google, and Meta continue to develop AI-powered marketing tools, this acquisition underscores the growing importance of intelligent automation in marketing processes globally.