Adobe Acquires Indian Market Intelligence Startup Rilo to Strengthen AI-Driven Marketing Automation

Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal that includes both technology licensing and team acquisition, TechCrunch has learned and the company confirmed. This marks Adobe's second acquisition from India, following its purchase of AI video creation platform Rephrase.ai in 2023. The terms of the deal were not disclosed. Adobe declined to comment beyond confirming the acquisition. The acquisition brings Adobe a compact team and technology focused on automating marketing workflows—an area rapidly evolving as companies leverage AI to streamline campaign creation, deployment, and tracking. Such tools also enable teams to convert action items from meetings or calls into completed tasks and increase brand visibility across emerging AI platforms like ChatGPT, Gemini, and Claude. Rilo's technology could enhance Adobe's existing product suite, particularly as the company targets its larger enterprise customers. Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The startup raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation. A source familiar with the matter told TechCrunch that investors will receive an exit from this deal, and Adobe will integrate parts of Rilo's intellectual property along with its six-member team. Rilo focused on enabling go-to-market teams to create custom workflows for tasks such as competitor intelligence, content repurposing and distribution, and sales call analysis. The platform also allowed teams to configure workflows similar to tools like Claude Cowork and ChatGPT Work, offering flexibility in automating complex marketing and sales processes. Following the acquisition, Rilo will cease operations and no longer be available to its customers. Image: Rilo co-founders Dhruv Jaglan and Georgi Boby (Image Credits: Rilo)

via TechCrunch AI