Adobe has acquired Indian AI startup Rilo, known for its innovative natural language workflow automation platform, as part of its push to integrate advanced AI tools for Fortune 500 marketers.
- Rilo's AI automates marketing and sales workflows via natural language input.
- The startup quickly grew to over 10,000 users within months of launch.
- Adobe's acquisition builds on its AI expansion following Rephrase.ai buyout.
What happened
Adobe has acquired Rilo, an AI startup based in India, which was backed by Peak XV Partners among other investors. Founded in 2025 by IIT alumni Dhruv Jaglan and Georgi Boby, Rilo developed an AI-powered platform that enables users to create and automate marketing and sales workflows simply by describing tasks in natural language.
The acquisition was announced by Rilo’s cofounder Dhruv Jaglan via LinkedIn. Financial details were not publicly disclosed. Rilo’s technology and team, including both cofounders, will integrate with Adobe’s existing marketing and customer experience products to help scale AI-driven solutions for enterprise customers, particularly Fortune 500 companies.
Why it matters
This acquisition marks a significant step in Adobe’s ongoing strategy to embed AI and automation more deeply into its marketing tech ecosystem. By incorporating Rilo’s advanced natural language workflow automation, Adobe aims to enhance productivity and create more personalized, data-driven marketing campaigns for enterprise clients.
Rilo’s platform attracted over 10,000 users rapidly after its launch, demonstrating strong market demand for accessible AI tools in sales and marketing. Adobe’s adoption of this technology illustrates the growing importance of AI-powered automation in digital marketing as companies seek to streamline complex customer engagement processes.
What to watch next
Observers will be keen to see how Adobe integrates Rilo’s AI capabilities into its existing cloud platforms and marketing solutions. The transition process for Rilo’s current users and how Adobe markets these new features to enterprise clients will be key indicators of the acquisition’s success.
Additionally, this deal follows Adobe’s 2023 acquisition of AI video startup Rephrase.ai, signaling a broader focus on AI innovation from India-based startups. Future moves may include further investments or acquisitions aimed at strengthening Adobe’s generative AI and automation toolkit within the marketing technology sector.