Adobe Acquires AI Martech Startup Rilo
Adobe has acquired the Peak XV Partners-backed AI martech startup Rilo for an undisclosed sum. The startup, which had onboarded 10,000 users, will shut down its platform and its team will join Adobe to help integrate its agentic AI capabilities into Adobe's enterprise suite. This is Adobe's second acquisition of an Indian startup.
Software giant Adobe has acquired the Indian AI marketing technology startup Rilo for an undisclosed amount. An Adobe spokesperson confirmed the development to Inc42, though the deal size remains unclear.
Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo developed AI tools that help marketing and go-to-market (GTM) teams build complex workflows in plain English and execute them autonomously with AI agents. The platform handles use cases such as competitor intelligence, social media outreach and marketing, and campaign research.
The Acquisition's Rationale
Adobe stated that the deal brings a "strong" technical team into its fold. The acquisition will enable Adobe to build broader marketing workflows for its customers and integrate Rilo's agentic capabilities into its enterprise software suite. Co-founder Dhruv Jaglan expressed the move's purpose in a LinkedIn post, writing, "Beyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers."
As a result of the consolidation, Rilo will shut down operations and existing clients will no longer be able to access its platform. The entire Rilo team will be integrated into Adobe.
Rilo's Background and Traction
The startup scaled rapidly following its launch. Jaglan claimed Rilo onboarded 10,000 users within months of launch. Prior to this acquisition, Rilo last raised $1 Mn in seed funding from Peak XV Partners and DeVC at a valuation of $10 Mn. Founder Dhruv Jaglan had previously founded the AI recruitment platform Babblebots.ai, while co-founder Georgi Boby led technology at the robotics tech firm CloudChef.
Adobe's Indian Acquisition Strategy
The acquisition marks Adobe's second acquisition of an Indian startup. In 2023, the company acquired Rephrase.ai, a startup that operated in the AI video creation space with text-to-video AI tools that helped influencers and marketers create digital avatars and synthetic video content.
The deal occurs within a broader trend of consolidation in the AI sector, as more enterprises deploy AI to automate workflows. The source report cites several other recent acquisitions, including Mukesh Bansal-led Nurix AI's announced plans to acquire Verloop.io to expand its voice AI offerings, SaaS major MoEngage's acquisition of US-based AI infrastructure startup Aampe, US-based AI finance platform Numero's cash-and-stock deal for Chennai-headquartered Royu in May, and Nitro Commerce's acquisition of Gurugram-based Zodiac Labs AI in March.
Inc42's Bharat AI Startups Report 2026 projects that India's growing AI economy is projected to become a $126 Bn opportunity by 2030 and will add $1.7 Tn to the national GDP by 2035.
