- Adobe acquires Rilo, marking its second deal involving an Indian company, following its acquisition of video platform Rephrase.ai in 2023.
- As part of the acquisition, Adobe will integrate some of Rilo’s intellectual property and onboard its six-member team. Rilo’s platform will be shut down following the acquisition.
- Rilo was founded in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby.
- The startup had raised $1 million in seed funding from Peak XV Partners, DeVC, and Day Zero Ventures at a $10 million valuation, and had grown to 10,000 users within months of launching.
- The startup developed an AI platform that enabled go-to-market teams to describe complex workflows in plain English, allowing AI agents to build and execute them automatically. Its use cases included competitor intelligence, content repurposing, and sales call analysis.
- The deal comes as companies increasingly explore AI to automate marketing campaign creation, tracking, and content workflows. It follows Adobe’s $1.9 billion acquisition of SEO platform Semrush in 2025.
Adobe has acquired Rilo, an Indian AI marketing intelligence startup, in a strategic move to enhance its marketing capabilities. Founded in September 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo developed an AI platform that simplifies complex workflows for go-to-market teams.14
The platform's use cases included competitor intelligence, content repurposing, and sales call analysis. Rilo had quickly gained traction, amassing 10,000 users shortly after its launch and raising $1 million in seed funding at a $10 million valuation from investors like Peak XV Partners, DeVC, and Day Zero Ventures.56
As part of the acquisition, Adobe will integrate Rilo's intellectual property and onboard its six-member team, while the startup's platform will be shut down, ceasing availability for existing customers.23
This acquisition follows Adobe's earlier 2023 deal with Rephrase.ai and comes amid a growing trend of companies leveraging AI to automate marketing processes. Adobe's focus on AI-driven solutions is further underscored by its $1.9 billion acquisition of SEO platform Semrush in 2025.910
“Rilo, founded in September 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby, had raised $1 million in seed funding at a $10 million valuation and grown to 10,000 users. Adobe will integrate some of Rilo's IP and onboard its six-member team, while the platform will be shut down.”
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