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Adobe acquires Indian market intelligence startup Rilo

2 d ago

**Adobe Acquires India-Based Marketing AI Startup Rilo to Bolster Workflow Automation** Adobe has acquired India-based marketing intelligence startup Rilo, marking its second acquisition from India after buying video platform Rephrase.ai in 2023. The deal, confirmed by the company to TechCrunch, involves licensing and team acquisition, though financial terms were not disclosed. This acquisition gives Adobe a small team and technology focused on automating marketing workflows—an area rapidly evolving as companies use AI to automate campaign creation, deployment, tracking, and brand visibility on platforms like ChatGPT, Gemini, and Claude. Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will exit through this deal, and Adobe will integrate some of Rilo’s IP along with its six-member team. Jaglan noted on LinkedIn that over 10,000 people had tried the tool, which enabled go-to-market teams to build custom workflows for competitor intelligence, content repurposing, sales call analysis, and more—comparable to tools like Claude Cowork and ChatGPT Work. Post-acquisition, Rilo will shut down and no longer be available to customers. Rahul Gupta, managing partner at Day Zero Ventures, said the workflow builder product was "way ahead of the curve" and valuable for Adobe in enhancing customer experience and productivity. DeVC’s Rahul Mathur noted Rilo could fit into Adobe’s CX and marketing suite to handle complex workflows and provide visibility into actions taken on Adobe’s platform. The deal follows Adobe’s $1.9 billion acquisition of SEO firm Semrush last year, as rivals like Canva and tech giants Amazon, Google, and Meta also invest in AI-powered marketing tools.