Adobe has acquired India-based marketing intelligence startup Rilo in a deal that includes licensing and team acquisition, TechCrunch reports. Terms were not disclosed. This is Adobe‘s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. Rilo, founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, raised $1 million at a $10 million valuation from PeakXV, DeVC, and Day Zero Ventures. Investors will receive an exit, and Adobe will absorb Rilo‘s six-member team along with some intellectual property. Rilo will shut down and cease serving customers.

The startup’s technology automates marketing workflows: creating, deploying, and tracking campaigns; extracting action items from meetings or calls; and increasing brand visibility on AI platforms like ChatGPT, Gemini, and Claude. It let go-to-market teams build custom workflows for competitor intelligence, content repurposing and distribution, and sales call analysis—comparable to tools like Claude Cowork and ChatGPT Work. This capability could bolster Adobe‘s existing products, which target large enterprise customers. Day Zero Ventures managing partner Rahul Gupta said Rilo‘s workflow builder was “way ahead of the curve” and valuable for enhancing customer experience and productivity. DeVC’s Rahul Mathur noted the tech could fit into Adobe‘s CX and marketing suite to handle complex workflows and give customers visibility into actions taken on Adobe‘s platform.

The acquisition follows Adobe‘s $1.9 billion purchase of SEO company Semrush last year. Competitors like Canva have also expanded their marketing portfolios, while Amazon, Google, and Meta have built their own AI-powered marketing tools. Rilo‘s short timeline—from founding to acquisition within the same year—underscores demand for marketing workflow automation that integrates with generative AI platforms.