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Adobe has picked up India based marketing intelligence startup Rilo in a deal involving the licensing of its technology and acquisition of its team. This is Adobe’s second acquisition from India. 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. The startup had raised $1 million from Peak XV Partners, DeVC and Day Zero Ventures at a valuation of $10 million. As part of the deal, Adobe is expected to integrate some of Rilo’s intellectual property and onboard its six member team. Rilo’s existing investors are also 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. Rilo’s platform helped teams create customised workflows for competitor intelligence, content repurposing and distribution, and sales call analysis. It also allowed users to build custom AI workflows. The acquisition comes as companies increasingly use AI to automate marketing and sales tasks. Rilo’s technology could complement Adobe’s existing marketing and customer experience products. On their acquisition by Adobe, on LinkedIn Georgi Boby, co-founder of Rilo, mentioned that their mission was to expand the power of AI beyond just engineers. And 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. The Rilo deal follows Adobe’s acquisition of AI video creation startup Rephrase.ai in 2023, its first acquisition from India. In 2025, Adobe also announced plans to acquire SEO optimisation platform Semrush for $1.9 billion.
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