Adobe Purchases Indian Market Intelligence Firm Rilo

Adobe has acquired Rilo, a marketing intelligence startup based in India, in a deal that includes team acquisition and licensing, as confirmed by the company and reported by TechCrunch. This marks Adobe’s second acquisition in India, following the purchase of the video platform Rephrase.ai earlier in 2023. The details of the transaction have not been made public.

Aside from confirming the acquisition, Adobe opted not to provide further comments.

This acquisition provides Adobe with a small team and technology that focuses on the automation of marketing workflows, which are evolving as businesses increasingly use AI to enhance tools for automating campaign creation, deployment, tracking, extracting action items from meetings, and boosting brand visibility on platforms such as ChatGPT, Gemini, and Claude. Rilo’s technology has the potential to enhance Adobe’s existing product lineup as the company aims to serve its larger clientele.

Founded in 2025 by IIT classmates Georgi Boby and Dhruv Jaglan, Rilo secured $1 million in funding from investors including PeakXV, DeVC, and Day Zero Ventures at a valuation of $10 million. A source informed TechCrunch that investors will see an exit from this merger, and Adobe plans to incorporate some of Rilo’s intellectual property along with its six-member team.

Rilo specialized in enabling go-to-market teams to create tailor-made workflows, including competitor analysis, content repurposing and distribution, as well as sales call evaluation. It also allowed teams to establish customized workflows similar to those offered by tools like Claude Cowork and ChatGPT Work.

Following the acquisition, Rilo will cease operations and will no longer be available to its customers.

“We are thrilled that Rilo has been acquired by Adobe in such a brief period,” said Rahul Gupta, Managing Partner at Day Zero Ventures, in an email to TechCrunch. “Their workflow builder was pioneering and will be incredibly beneficial for a company like Adobe in improving customer experiences and enhancing productivity.”

Last year, Adobe made a significant acquisition by purchasing SEO optimization firm Semrush for $1.9 billion.

Rahul Mathur of DeVC mentioned to TechCrunch that Rilo is likely to integrate into Adobe’s customer experience and marketing suite to manage intricate workflows and provide clients with insights into their activities on Adobe’s platform.

Competitors such as Canva have also expanded their marketing offerings through acquisitions and new product launches. Simultaneously, tech giants like Amazon, Google, and Meta have developed their own AI-driven marketing frameworks.