Adobe has acquired the AI martech startup Rilo, backed by Peak XV Partners, to strengthen its AI-powered marketing solutions for Fortune 500 companies. Founded in 2025 by IIT Bombay alumni, Rilo’s platform enables autonomous marketing workflows through AI agents.
- Rilo’s AI platform automates marketing workflows using natural language.
- Adobe integrates Rilo’s team and technology into its enterprise marketing suite.
- India’s AI startup ecosystem continues to attract major tech acquisitions.
What happened
Adobe has acquired Rilo, an AI-driven martech startup founded in 2025 by IIT Bombay graduates Dhruv Jaglan and Georgi Boby. Backed by Peak XV Partners, Rilo developed tools that enable marketing and go-to-market teams to construct and execute complex workflows using plain English commands processed by autonomous AI agents.
The company scaled rapidly, gaining 10,000 users within months and raising $1 million at a valuation of $10 million. Following the acquisition, Rilo’s standalone platform will be shut down and its technical team will be integrated into Adobe’s operations to enhance its marketing automation capabilities.
Why it matters
This acquisition represents Adobe’s second India-based startup purchase after acquiring AI video creation firm Rephrase.ai in 2023. It underscores Adobe's strategic commitment to expanding its AI offerings and embedding AI-driven automation within enterprise marketing workflows, particularly for large-scale clients such as Fortune 500 companies.
Rilo’s agentic AI capabilities are expected to broaden Adobe’s ability to automate marketing processes like competitor intelligence, social media outreach, and campaign research, helping enterprises leverage AI for more efficient operations and better business outcomes.
What to watch next
Industry observers should watch how Adobe integrates Rilo’s AI technology with its existing marketing products and how quickly the combined solutions gain adoption among enterprise clients. The successful integration could set a precedent for further acquisitions in India’s booming AI startup ecosystem.
Additionally, the broader AI market in India is poised for rapid growth, with projections of becoming a $126 billion opportunity by 2030 and adding $1.7 trillion to GDP by 2035. This acquisition reflects a wider trend of global tech companies investing in local AI startups to accelerate capabilities and market reach.