Adobe Picks Up AI Marketing Startup Rilo in Second India Acquisition
Adobe acquires Bengaluru’s AI marketing startup Rilo, its second India acquisition, onboarding its six-member team.
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Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving the licensing of its technology and the acquisition of its team. The terms of the transaction were not disclosed.
Co-founded in 2025 by Georgi Boby and Dhruv Jaglan, Rilo built AI-powered tools for go-to-market teams to automate marketing and sales workflows, including competitor intelligence, content repurposing and distribution, sales call analysis, and custom AI workflows. The startup had raised USD 1 million from Peak XV Partners, DeVC, and Day Zero Ventures at a USD 10 million valuation.
As part of the deal, Adobe is expected to integrate some of Rilo’s intellectual property and onboard its six-member team, while Rilo’s existing investors are expected to receive an exit. Following the acquisition, Rilo will shut down its platform, and its products will no longer be available to existing customers.
The acquisition comes as companies increasingly use AI to automate marketing and sales tasks, with Rilo’s technology expected to complement Adobe’s existing marketing and customer experience products. It follows Adobe’s 2023 acquisition of AI video creation startup Rephrase.ai, its first in India, and its 2025 announcement to acquire SEO platform Semrush for USD 1.9 billion.
“Our mission was to expand the power of AI beyond just engineers,” said Georgi Boby, Co-founder, Rilo, in a LinkedIn post. “I’m incredibly proud of the team, what we’ve built and the pace that we’ve built in, and now excited to share that we’re joining Adobe to continue our mission at a whole new scale.”
Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving the licensing of its technology and the acquisition of its team. The terms of the transaction were not disclosed.
Co-founded in 2025 by Georgi Boby and Dhruv Jaglan, Rilo built AI-powered tools for go-to-market teams to automate marketing and sales workflows, including competitor intelligence, content repurposing and distribution, sales call analysis, and custom AI workflows. The startup had raised USD 1 million from Peak XV Partners, DeVC, and Day Zero Ventures at a USD 10 million valuation.
As part of the deal, Adobe is expected to integrate some of Rilo’s intellectual property and onboard its six-member team, while Rilo’s existing investors are expected to receive an exit. Following the acquisition, Rilo will shut down its platform, and its products will no longer be available to existing customers.
The acquisition comes as companies increasingly use AI to automate marketing and sales tasks, with Rilo’s technology expected to complement Adobe’s existing marketing and customer experience products. It follows Adobe’s 2023 acquisition of AI video creation startup Rephrase.ai, its first in India, and its 2025 announcement to acquire SEO platform Semrush for USD 1.9 billion.
“Our mission was to expand the power of AI beyond just engineers,” said Georgi Boby, Co-founder, Rilo, in a LinkedIn post. “I’m incredibly proud of the team, what we’ve built and the pace that we’ve built in, and now excited to share that we’re joining Adobe to continue our mission at a whole new scale.”
