Adobe has confirmed the acquisition of Indian marketing intelligence startup Rilo. The two parties did not disclose the transaction amount, but the deal includes technology licensing and team integration, with the aim of enhancing marketing automation capabilities driven by AI.
Transactions involve teams and technology.
According to TechCrunch, Adobe confirmed this transaction, but did not disclose any additional details. Sources familiar with the matter stated that Adobe will integrate some of the intellectual property of Rilo as well as the company's six-person team. Once the transaction is completed, Rilo will cease independent operations, and current customers will no longer be able to use its products.
This is Adobe's second acquisition in India in recent years. In 2023, Adobe acquired the video platform Rephrase.ai. This continued investment in an Indian startup team also demonstrates its ongoing focus on local AI product and engineering talent.
Rilo focuses on automating marketing processes
Rilo was founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan. It primarily targets marketing and sales teams, providing customizable workflow tools that cover scenarios such as competitor intelligence, content reuse and distribution, and sales call analysis.
- Establishment date: 2025
- Raised funds: $1 million
- Investors include: PeakXV, DeVC, Day Zero Ventures
The focus of its product is to automatically connect dispersed marketing tasks, helping teams to complete event creation, placement tracking, and subsequent execution more quickly. The report mentions that such tools are also helping businesses enhance their brand visibility on platforms such as ChatGPT, Gemini, and Claude.
Adobe Continues to Strengthen AI Marketing Capabilities
As more and more enterprises use AI for marketing content generation, event deployment, meeting summary extraction, and task distribution, relevant software vendors are also accelerating the enhancement of their product capabilities. The technology of Rilo is considered to be able to improve the existing customer experience and marketing products of Adobe, especially in terms of workflow management capabilities for large enterprise customers.
Investment firm DeVC indicates that the products of Rilo have the potential to be integrated into Adobe's customer experience and marketing suite, helping customers to handle more complex processes and enhancing visibility into the results of operations within the platform.
Adobe has also been continuously expanding its marketing technology footprint in recent years. Reports mention that the company acquired SEO for $1.9 billion last year to optimize its Semrush. Meanwhile, Canva is also expanding its marketing business through acquisitions and new products, while Amazon, Google, and Meta have already launched their own AI marketing tools.
