Adobe acquires India-based Rilo to automate enterprise marketing workflows

Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal focused on licensing and team acquisition. The move signals Adobe's continued push to integrate advanced automation into its enterprise marketing tools.

Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo specialized in marketing intelligence. Prior to the acquisition, the startup had raised $1 million from a group of investors including PeakXV, DeVC, and Day Zero Ventures, achieving a valuation of $10 million. This marks Adobe's second venture into the Indian startup ecosystem, following its 2023 purchase of Rephrase.ai.

Strategic AI Expansion

This acquisition is part of a broader strategy by Adobe to aggressively scale its AI and marketing capabilities. In late 2025, Adobe acquired the SEO optimization firm Semrush for $1.9 billion, highlighting a pattern of absorbing specialized tools to bolster its ecosystem. The wider industry is currently shifting toward AI-powered marketing automation, with competitors like Canva pursuing similar acquisition strategies while tech giants such as Amazon, Google, and Meta develop internal AI marketing frameworks.

Enhancing the Experience Cloud

By absorbing Rilo's technology, Adobe aims to automate complex marketing workflows within its Experience Cloud (CX) and broader marketing suite. The integration focuses on high-value tasks such as competitor intelligence, sales call analysis, and content repurposing. According to Rahul Gupta, Managing Partner at Day Zero Ventures, Rilo's workflow builder was "way ahead of the curve" and is expected to be extremely valuable for enhancing productivity and customer experience for Adobe's enterprise clients.

The Path Forward

As Adobe integrates these capabilities, the focus will shift to how these automated workflows improve the deployment and tracking of AI-driven campaigns. While the core technology transfer is complete, the industry will be watching to see if Adobe continues its acquisition streak in the Asia-Pacific region to maintain its lead in the AI-driven marketing race. The integration of Rilo's intelligence tools allows Adobe to bridge the gap between raw data collection and actionable marketing execution, providing a more seamless transition for enterprise users moving from strategy to deployment.