Adobe has successfully added to its portfolio by acquiring Rilo, a marketing intelligence startup based in India, through a deal that encompasses both licensing and team acquisition, as confirmed by TechCrunch and the company itself. This marks Adobe's second acquisition from India, following its purchase of the video platform Rephrase.ai earlier in 2023. The specific financial terms of the deal remain undisclosed.
While Adobe has verified the acquisition, the company has abstained from providing further comments.
The integration of Rilo brings with it a talented team and cutting-edge technology that focuses on the automation of marketing workflows. As businesses increasingly turn to AI to enhance the creation, deployment, and monitoring of marketing campaigns, Rilo's tools can help streamline processes, extract action items from meetings or calls, and elevate brand presence on platforms like ChatGPT, Gemini, and Claude. This technology is poised to enhance Adobe's existing offerings, particularly for its enterprise clientele.
Rilo was founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan and had managed to secure $1 million from notable investors such as Peak XV, DeVC, and Day Zero Ventures, achieving a valuation of $10 million. According to sources, investors will see returns from this transaction, and Adobe plans to assimilate some of Rilo's intellectual property along with a six-member team. Jaglan highlighted on LinkedIn that over 10,000 users had tested their product.
The startup specialized in enabling go-to-market teams to develop tailored workflows that included competitor analysis, content repurposing and distribution, as well as sales call evaluations. Rilo's offerings were comparable to established tools like Claude Cowork and ChatGPT Work, allowing for a high degree of customization.
In light of the acquisition, Rilo will cease operations and its services will no longer be available to existing customers.
Dhruv Jaglan and Georgi Boby, co-founders of Rilo, received positive remarks from Rahul Gupta, managing partner at Day Zero Ventures, who expressed enthusiasm over the speed of the acquisition and recognized the potential of Rilo's innovative workflow builder to enhance productivity at a major company like Adobe.
Additionally, Adobe made headlines last year with its notable acquisition of SEO firm Semrush for $1.9 billion, expanding its reach in the marketing technology domain.
DeVC’s Rahul Mathur suggested that Rilo’s capabilities could seamlessly integrate into Adobe’s customer experience (CX) and marketing ecosystem, simplifying complex workflows and offering users greater visibility into their activities on Adobe's platform.
In the competitive landscape, other players like Canva are also enhancing their marketing offerings through acquisitions and new product launches. Meanwhile, tech giants such as Amazon, Google, and Meta are developing their own AI-driven marketing infrastructures. The article has been revised to include insights from the co-founders regarding user engagement with Rilo’s tool.
