Acquisition: “Adobe acquires Rilo”
Rilo, an AI-powered marketing automation startup focused on automating marketing processes, has been acquired by Adobe. The deal covers licensing and the transfer of Rilo’s technology and team; financial terms were not disclosed.
Under the agreement Adobe will take part of Rilo’s intellectual property and absorb its six-person team, while investors are expected to exit. Adobe will discontinue Rilo as an independent product: services to existing customers will be terminated and the company will close. The technology is slated to be integrated into Adobe’s customer experience and marketing products, with potential uses in managing complex workflows and providing visibility into user actions on the Adobe platform. This is Adobe’s second acquisition in India, following Rephrase.ai in 2023.
Rilo was founded in 2025 by IIT graduates Georgi Boby and Dhruv Jaglan and was based in India. The startup offered customizable, AI-enabled workflows for marketing and sales teams, automating processes such as competitor analysis, content reuse and distribution, and analysis of sales conversations. The platform had been tried by more than 10,000 users and was positioned as an alternative to complex workflows assembled by marketing specialists using multiple AI tools.
Rilo had previously raised $1 million from investors including Peak XV, DeVC and Day Zero Ventures at a $10 million valuation. Under the acquisition the investors are reported to be exiting.
Adobe will integrate Rilo’s technology and team into its marketing and customer experience offerings rather than maintain Rilo as an independent product.
“Rilo’s rapid acquisition by Adobe is exciting; the workflow-creation product is a standout technology,” said Day Zero Ventures Managing Partner Rahul Gupta. DeVC’s Rahul Mathur added that Rilo’s technology could align with Adobe’s customer experience and marketing products and be used to manage complex workflows and provide visibility into user actions on the Adobe platform.
