In its second acquisition in India, Adobe acquires AI marketing startup Rilo

In a deal involving the licensing of its technology and the purchase of its personnel, Adobe has acquired India-based marketing intelligence firm Rilo. This is Adobe’s second Indian acquisition.

The transaction’s terms were not made public.

Georgi Boby and Dhruv Jaglan co-founded Rilo in 2025 to provide go-to-market teams with AI-powered tools to automate marketing and sales processes. At a $10 million valuation, the business raised $1 million from Peak XV Partners, DeVC, and Day Zero Ventures.

Adobe is anticipated to onboard Rilo’s six-person team and incorporate some of its intellectual property as part of the agreement. An exit is also anticipated for Rilo’s current investors.

Rilo will shut down its platform and stop offering its products to current clients after the acquisition.

Teams were able to develop customized workflows for competition intelligence, content distribution and repurposing, and sales call analysis with the aid of Rilo’s platform. Additionally, it enabled users to create unique AI workflows.

The purchase coincides with businesses using AI more and more to automate sales and marketing processes. Adobe’s current marketing and customer experience solutions could be enhanced by Rilo’s technology.

Georgi Boby, a co-founder of Rilo, stated on LinkedIn about the company’s acquisition by Adobe that their goal was to use AI for purposes other than engineering. And I’m really happy of the team, what we’ve accomplished, and the speed at which we’ve developed. We are thrilled to announce that we will be joining Adobe to carry out our purpose on a completely new scale.

The Rilo transaction comes after Adobe made its first acquisition from India in 2023 when it purchased the AI video producing business Rephrase.ai.

Adobe also declared in 2025 that it would pay $1.9 billion to acquire the SEO optimization firm Semrush.