Rilo

AI Marketing · Martech · Enterprise Software

Acquisition

Adobe quietly acquires Indian AI agent startup Rilo for undisclosed terms

The deal trades a product for a team, folding six engineers and some patents into Adobe while shutting the startup's own app down.

• Adobe has acquired Rilo, an India-based startup building agent-based marketing workflow automation, for undisclosed financial terms.
• Founded in September 2025 by IIT alumni Dhruv Jaglan and Georgi Boby, Rilo's six-person team let marketers describe a task in plain English and have AI agents build and run it.
• Rilo's agents handled jobs like competitor tracking, content distribution, and sales-call analysis, and more than 10,000 people tried the tool before launch of the deal.
• The startup had raised only about $1 million from Peak XV Partners, DeVC, and Day Zero Ventures at a $10 million valuation before the exit.
• Adobe is licensing parts of Rilo's IP and hiring its engineers, but the standalone Rilo product will shut down and existing customers will lose access.
• The deal follows Adobe's $1.9 billion purchase of Semrush and its earlier acquisition of Indian video startup Rephrase.ai, extending a pattern of buying AI teams out of India.
• The acquisition shows marketing software vendors racing to add agents that execute campaign tasks autonomously rather than just suggest content, raising pressure on Salesforce and HubSpot to match the capability.