Adobe acquires Indian market intelligence startup Rilo

Adobe has bought India-based marketing intelligence startup Rilo in a deal that mixes licensing with a team acquisition, according to TechCrunch and Adobe’s own confirmation. The company did not share terms. Adobe also did not say much beyond confirming the purchase, which is pretty on-brand for a giant that prefers to let the assets do the talking.

The real prize here is not a splashy consumer app. It is a small team — six people, according to a source — plus technology built to automate marketing workflows. Rilo worked on custom workflows for go-to-market teams, including competitor intelligence, content repurposing and distribution, and sales call analysis. It also aimed to help teams build workflow tools similar to Claude Cowork and ChatGPT Work.

That matters because marketing has started to look more like software orchestration than campaign planning. Companies are using AI to create, deploy, and track campaigns, turn meetings and calls into action items, and push their brands into new surfaces such as ChatGPT, Gemini, and Claude. Adobe wants a piece of that, especially for its larger customers, and Rilo’s IP could slot into its existing products.

Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. It raised $1 million from PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation, and investors are expected to get an exit from the deal, according to a source. After the acquisition, Rilo will shut down and stop serving customers. It is Adobe’s second acquisition from India after Rephrase.ai in 2023, and follows Adobe’s bigger marketing bet last year, when it bought Semrush for $1.9 billion.