Adobe acquires Indian marketing intelligence startup Rilo in second India deal
Quick Look
- Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, marking its second acquisition from India after buying Rephrase.ai in 2023.
- The companies did not disclose financial terms.
- Rilo’s technology focuses on automating marketing workflows using AI, and its six-member team will be integrated into Adobe.
AI-generated summary
Why It Matters
Adobe has been expanding its marketing and AI capabilities through acquisitions, including Rephrase.ai in 2023 and Semrush for $1.9 billion last year. The company is targeting larger customers with integrated workflow automation tools.
Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, TechCrunch learned and the company confirmed. This is Adobe’s second acquisition from India after it bought video platform Rephrase.ai in 2023. The companies didn’t disclose the deal’s terms.
Beyond confirming the deal, Adobe declined to comment.
The acquisition gives Adobe a small team and technology focused on automating marketing workflows, which have been changing as companies use AI to build tools to automate the creation, deployment, and tracking of campaigns, get action items from meetings or calls to complete tasks, and increase brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo’s technology could bolster Adobe’s existing products as the company targets its larger customers.
Founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, Rilo raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will get an exit from this deal, and Adobe will integrate some of Rilo’s IP along with the six-member team. Jaglan mentioned on LinkedIn that more than 10,000 people had tried out the tool.
The company worked on letting go-to-market teams create custom workflows, including competitor intelligence, content repurposing and distribution, and sales call analysis. It also allowed teams to set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work.
Post-acquisition, Rilo will shut down and won’t be available to its customers.
“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” Rahul Gupta, managing partner, Day Zero Ventures told TechCrunch over email. “Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity.”
Adobe made a marquee marketing acquisition last year by buying SEO optimization company Semrush for $1.9 billion.
DeVC’s Rahul Mathur told TechCrunch that Rilo could fit into Adobe’s CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative company’s platform.
Rivals like Canva have also bolstered their marketing portfolio with acquisitions and new launches. Meanwhile, Amazon, Google, and Meta have built their own AI-powered marketing rails.
The story has been updated with co-founders’ post mentioning the stat.
What to Watch
AI outlook — possibilities, not facts
Adobe will integrate Rilo’s workflow automation technology into its marketing and CX suite
Likely · Within months
Open Questions
- What are the financial terms of the Adobe-Rilo deal?
- How will Rilo’s technology be integrated into Adobe’s existing product suite?
- What impact will the shutdown of Rilo have on its existing customers?
