Adobe Acquires AI Marketing Startup Rilo
Software giant Adobe has acquired Rilo, an AI marketing technology startup backed by Peak XV Partners. The deal's financial terms were not disclosed. This marks Adobe's second acquisition of an Indian startup.
Software giant Adobe has acquired Rilo, an AI marketing technology startup previously backed by Peak XV Partners. The financial terms of the acquisition were not disclosed. Adobe stated that the deal brings a strong technical team into its fold and will enhance its enterprise suite with Rilo's AI capabilities.
An Adobe spokesperson confirmed the development. Rilo's co-founders, Dhruv Jaglan and Georgi Boby, will join Adobe. "Beyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers," Jaglan wrote on LinkedIn.
Founded in 2025 by IIT Bombay alumni, Rilo develops AI tools designed to help marketing and go-to-market teams build complex workflows in plain English and execute them autonomously using AI agents. The platform supports use cases such as competitor intelligence, social media outreach, and campaign research.
This acquisition is Adobe's second purchase of an Indian startup, following its 2023 acquisition of Rephrase.ai, an AI video creation company. The move aligns with a broader trend of enterprises adopting AI to automate workflows, with larger companies acquiring smaller players to gain market access and technology.