Adobe has acquired Peak XV-backed AI martech startup Rilo for an undisclosed amount, adding another Indian AI company to its growing technology stack. Following the acquisition, Rilo will shut down its standalone platform and its team will join Adobe, where its technology will contribute to the software giant’s enterprise marketing products. Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo built AI agents for marketing and go-to-market teams. Its platform allowed users to describe complex workflows in plain English and let AI execute tasks such as competitor intelligence, campaign research, social media outreach and other marketing operations autonomously. Rilo had moved quickly for a young startup. The company claims to have onboarded around 10,000 users within months of launch. Before the acquisition, it raised $1 million in seed funding from Peak XV Partners and DeVC at a reported valuation of $10 million. The acquisition price has not been disclosed. For Adobe, the deal is largely about bringing Rilo’s technical team and agentic capabilities into its broader enterprise suite. Adobe has been pushing deeper into AI-driven marketing workflows, where software can increasingly orchestrate multi-step tasks rather than simply assist users with individual actions. Its wider enterprise strategy already places agentic AI at the centre of customer-experience and marketing automation. This is Adobe’s second acquisition of an Indian startup after buying AI video company Rephrase.ai in 2023. Rilo’s short journey — from launch to 10,000 users and acquisition in roughly a year — also reflects the growing appetite among larger software companies for specialised AI teams. The next chapter for Rilo will no longer be as an independent startup, but as part of Adobe’s attempt to make autonomous AI workflows a bigger piece of enterprise marketing. Alpha W
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