Adobe Acquires Indian AI Startup Rilo for Marketing Automation

Adobe has acquired Indian AI workflow automation startup Rilo, the company announced on LinkedIn. Rilo co-founders Dhruv Jaglan and Georgi Boby said the startup is joining Adobe to expand its AI capabilities for marketers. 

The acquisition will help Adobe bring Rilo’s technology to Fortune 500 marketers, Jaglan said in a LinkedIn post.

The deal marks Adobe’s second acquisition of an Indian startup after it bought AI-powered video creation company Rephrase.ai in 2023. While the financial terms of the Rilo deal were not disclosed, the startup has previously raised backing from Peak XV Partners, DeVC and Day Zero Ventures.

Rilo developed an AI automation platform that lets teams create workflows with natural language instructions. Its AI agents can automate tasks across go-to-market, operations, data and internal tools.

The platform lets marketing and go-to-market teams build AI agents for tasks such as competitive intelligence, prospecting, and LinkedIn outreach. It also supports Reddit marketing, social content and campaign research.

Jaglan said Rilo had crossed 10,000 users within months of its launch. He said the startup aimed to expand AI beyond engineers when he founded it with Boby. 

Boby said the company would continue its mission “at a whole new scale” after joining Adobe. Rahul Gupta, Managing Partner at Day Zero Ventures, said Rilo’s “workflow builder product was way ahead of the curve”. He added that it could help Adobe enhance customer experience and productivity.

The acquisition comes as Adobe faces growing competition in marketing software from companies such as Figma and Canva. AI companies including Anthropic and OpenAI are also developing tools that can automate complex workplace tasks.

Adobe unveiled Adobe CX Enterprise in April. The platform uses agentic AI to help businesses manage customer journeys from acquisition and engagement through conversion and loyalty.

Businesses are increasingly using AI agents for workflows such as content creation and personalised customer experiences. Rilo’s technology could strengthen Adobe’s offering as it expands AI-driven automation for marketing teams.