Dhruv JaglanGeorgi BobyCanvaAnthropicPeak XV PartnersDay Zero VenturesDeVCAdobe Inc.RiloOpenAI

Adobe acquires Peak XV-backed Indian AI startup Rilo to expand agentic marketing capabilities; deal follows 2023 Rephrase.ai buy

Adobe has acquired Indian AI startup Rilo, backed by Peak XV Partners, to enhance its agentic marketing capabilities. Founded in 2025, Rilo's platform automates workflows for marketing teams, following Adobe's earlier acquisition of Rephrase.ai in 2023, amid rising competition in the marketing software sector.

Storyboard18 Storyboard183 September 2026 · 11:06 UTC
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Adobe's acquisition of Rilo marks a significant step in enhancing its agentic AI and automated marketing capabilities. Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo developed a platform that allows teams to create workflows using natural-language instructions.1

Initially aimed at engineering teams, Rilo's focus shifted to marketing and go-to-market teams, enabling AI agents to perform tasks like competitive intelligence and social content management. The platform quickly gained traction, amassing over 10,000 users shortly after launch and achieving a valuation of $10 million.

Jaglan announced the acquisition on LinkedIn, expressing excitement about joining Adobe to enhance AI capabilities for Fortune 500 marketers. Co-founder Boby emphasized the startup's mission to democratize AI usage beyond engineering, stating that the acquisition would allow them to scale their impact.

This acquisition follows Adobe's earlier purchase of Rephrase.ai in 2023, as the company seeks to solidify its position in the competitive marketing software landscape, facing challenges from Canva and AI firms like Anthropic and OpenAI.234

Key Insight
“This marks Adobe's second known acquisition in India, following its 2023 purchase of AI video startup Rephrase.ai. The move intensifies competition with Canva and AI firms like Anthropic and OpenAI in the marketing software space.”
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“Adobe has acquired Indian AI workflow automation startup Rilo, strengthening its push into agentic AI and automated marketing workflows.”
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Adobe acquires Indian AI startup Rilo less than a year after launch; founders say 'Beyond excited' as product tops 10k users
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Adobe acquires Indian AI startup Rilo less than a year after launch; founders say 'Beyond excited' as product tops 10k users

Adobe has acquired Indian AI automation startup Rilo, less than a year after its launch, with financial terms undisclosed.

10k UsersAdobe AcquiresAdobe Inc.
2026-09-03
TL;DR by CuriousCats.ai
  • Adobe has acquired Indian AI automation startup Rilo, less than a year after its launch. The companies did not disclose the financial terms.
  • Within months of launch, Rilo's product had more than 10k users.
  • Rilo's founders confirmed the development on LinkedIn.
  • The acquisition is expected to strengthen Adobe's customer experience and marketing tools. Rilo's AI agents are said to give complete workflows built around outcomes, providing direct market insights without any workflow diagrams.
  • Features include competitor tracking and alerts when a prospect shows buying signals.
  • Jaglan in his LinkedIn post said, cBeyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers.d
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