Adobe Acquires Indian AI Startup Rilo to Boost Marketing

Adobe has acquired Indian AI startup Rilo, founded by IIT Bombay alumni in 2025, to strengthen agentic AI and marketing automation. Rilo’s AI agents automate complex workflows, supporting Adobe’s strategy to expand autonomous marketing capabilities.

Adobe has acquired Indian artificial intelligence startup Rilo, less than a year after its launch, in a move aimed at strengthening the software major’s capabilities in agentic AI, workflow automation and marketing technology. Financial details of the transaction were not disclosed.

Founded in September 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo initially focused on making complex automation accessible to non-technical users. Its platform allowed users to describe workflows in natural language, after which AI agents could build and execute those workflows across hundreds of digital tools.

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Rilo subsequently shifted its focus towards developing what it described as “AI employees” for marketing and go-to-market teams. These AI agents were designed to perform a range of tasks, including competitive intelligence, prospecting, LinkedIn outreach, social media activities, content development and campaign research. The platform reportedly attracted more than 10,000 users shortly after its launch.

The acquisition comes as Adobe accelerates the integration of AI agents into its marketing ecosystem. By bringing Rilo’s technology and engineering capabilities into Adobe, the company can expand its ability to automate multi-step marketing and go-to-market workflows through natural-language instructions. The move reflects the broader shift from generative AI tools that assist individual tasks towards agentic systems capable of executing connected workflows with greater autonomy.

Rilo’s technology is particularly relevant to Adobe’s marketing and customer experience portfolio, where businesses increasingly require automation across campaign planning, customer engagement, research and content operations. Its workflow-oriented approach could help Adobe enhance the way marketing teams coordinate activities across multiple platforms and applications.

The acquisition is also notable for its timing. Rilo was established less than a year before being acquired, highlighting the rapid pace at which large technology companies are identifying and integrating emerging AI capabilities and specialised engineering talent.

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This is Adobe’s second known acquisition of an Indian startup. The company previously acquired Rephrase.ai, an Indian generative AI video startup, in 2023. The latest transaction further strengthens Adobe’s engagement with India’s growing AI startup ecosystem.

For Adobe, the Rilo acquisition represents another step in its strategy to move beyond AI-assisted creation towards AI-driven execution. As enterprises increasingly adopt autonomous systems for marketing operations, Rilo’s capabilities could support Adobe’s efforts to build more intelligent, connected and automated workflows for businesses.