Adobe Acquires Indian AI Martech Startup Rilo
Adobe will fold Rilo’s agentic marketing workflow technology with a six‑member team into its enterprise customer‑experience tools to speed AI automation for marketers.
Overview
- Adobe confirmed it has acquired Rilo in a deal that licenses the startup’s IP and brings its team into Adobe; the companies did not disclose financial terms.
- Rilo’s public platform will be discontinued after the deal and existing customers will lose access to the standalone product.
- Rilo was founded in 2025 by IIT alumni Dhruv Jaglan and Georgi Boby, raised about $1 million in seed funding at a reported $10 million valuation, and the founders say the product scaled quickly to roughly 10,000 users.
- The startup built agentic marketing tools that let marketing and go‑to‑market teams author and run complex workflows in plain English for tasks such as competitor intelligence, content repurposing, social outreach, and sales call analysis.
- The acquisition is Adobe’s second India buy following Rephrase.ai in 2023 and reflects a broader trend of large software firms buying niche AI martech to speed product development and give investors an exit.