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Software giant Adobe has acquired Peak XV Partners-backed martech startup Rilo for an undisclosed amount. An Adobe spokesperson confirmed the development to Inc42. However, there appears no clarity on the deal size. This is Adobe’s second acquisition of an Indian startup, after it bought Rephrase.ai in 2023. According to Adobe, the deal brings a “strong” technical team into its fold. The acquisition will also enable the software giant to build broader marketing workflows for its customers and integrate Rilo’s agentic capabilities into its enterprise suite. “Beyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers. This month last year, I started Rilo with Georgi to expand the power of AI to all knowledge workers beyond just engineers,” said cofounder Dhruv Jaglan wrote in a LinkedIn post. As per reports, existing clients will no longer be able to access Rilo’s platform, which will shut down post acquisition. Its team will also be integrated into Adobe. Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo’s AI tools help marketing and go-to-market teams build complex workflows in plain English and execute them autonomously with AI agents. The platform handles use cases such as competitor intelligence, social media outreach and marketing, and campaign research. It is pertinent to note that Jaglan previously founded AI recruitment platform Babblebots.ai, while Boby led technology at robotics tech firm CloudChef. Prior to the acquisition, Rilo last raised $1 Mn in seed funding from Peak XV Partners and DeVC at a valuation of $10 Mn. As per Jaglan, the startup scaled to 10,000 users within months of launch. This is Adobe’s second acquisition of an Indian startup. Earlier, the software giant acquired homegrown Rephrase.ai, which operated in the AI video creation space. The startup’s text-to-video AI tools helped influencers and marketers create digital avatars and synthetic video content. The acquisition comes as more and more enterprises deploy AI to automate workflows across industries. While a clutch of new-age tech startups are building AI use cases from scratch, bigger companies are acquiring smaller players to get their foot in the door. In July, Mukesh Bansal-led enterprise AI startup Nurix AI announced plans to acquire Verloop.io to expand its voice AI offerings. SaaS major MoEngage also bought US-based AI infrastructure startup Aampe to strengthen its customer engagement stack. US-based AI finance platform Numero also acquired Chennai-headquartered finance automation startup Royu in a cash-and-stock deal in May, while enterprise tech platform Nitro Commerce snapped up Gurugram-based AI copilot company Zodiac Labs AI in March. As per Inc42’s Bharat AI Startups Report 2026, India’s growing AI economy is projected to become a $126 Bn opportunity by 2030 and will add $1.7 Tn to the national GDP by 2035.
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