Adobe Acquires Rilo: Enhancing Marketing Intelligence in India

Adobe has acquired Rilo, an Indian marketing intelligence startup, in a significant transaction that includes both licensing its technology and acquiring the team’s talent. This marks Adobe’s second acquisition from India. The financial details of the agreement have not been made public.

Co-founded in 2025 by Georgi Boby and Dhruv Jaglan, Rilo developed AI-driven tools designed for go-to-market teams to streamline marketing and sales processes. The startup successfully raised $1 million from investors including Peak XV Partners, DeVC, and Day Zero Ventures, achieving a valuation of $10 million.

As part of this acquisition, Adobe is anticipated to incorporate elements of Rilo’s intellectual property and bring on board its six-member team. Current investors in Rilo will also be provided with an exit as part of the transaction.

Following the acquisition, Rilo will discontinue its platform, meaning that its products will no longer be accessible to current customers. The platform previously enabled teams to create tailored workflows for competitor analysis, content repurposing and distribution, as well as sales call analytics. It also provided users with the capability to develop custom AI workflows.

This acquisition aligns with the growing trend of companies implementing AI technologies to automate marketing and sales functions. Rilo’s innovative technology stands to enhance Adobe’s existing marketing and customer experience solutions.

The Rilo acquisition follows Adobe’s earlier purchase of Rephrase.ai, an AI video creation startup, in 2023, marking its initial venture into Indian acquisitions. Furthermore, in 2025, Adobe has announced intentions to acquire the SEO optimisation platform Semrush for $1.9 billion.