Adobe has acquired India-based marketing intelligence startup Rilo in a deal that includes licensing and team acquisition, TechCrunch has learned and the company has confirmed. This is Adobe’s second acquisition from India, following its acquisition of video platform Rephrase.ai in 2023. The companies did not disclose the terms of the deal.
Adobe declined to comment other than to confirm the deal.
The acquisition gives Adobe a smaller team and technology focused on automating marketing workflows. This workflow is changing as companies build tools that use AI to automate the creation, deployment, and tracking of campaigns, capture action items from meetings and calls to complete tasks, and drive brand awareness on platforms like ChatGPT, Gemini, and Claude. Relo’s technology could enhance Adobe’s existing products as it targets larger customers.
Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo has raised $1 million at a $10 million valuation from investors including PeakXV, DeVC, and Day Zero Ventures. Sources told TechCrunch that investors have exited the deal and Adobe plans to integrate some of Rilo’s IP with a six-member team.
The company worked to enable go-to-market teams to create custom workflows for things like competitive intelligence, content reuse and distribution, and sales call analysis. Additionally, teams can now set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work.
Following the acquisition, Rilo will be closed and unavailable to customers.
“We are very excited that Rilo has been acquired by Adobe in such a short period of time,” Rahul Gupta, managing partner at Day Zero Ventures, told TechCrunch via email. “Their Workflow Builder product is way ahead of its time and will be extremely valuable to a large company like Adobe in improving customer experience and productivity.”
Adobe made a major marketing acquisition last year, acquiring SEO optimization company Semlash for $1.9 billion.
DeVC’s Rahul Mathur told TechCrunch that Rilo could fit into Adobe’s CX and marketing suite to handle complex workflows and provide visibility into the actions customers take on creative companies’ platforms.
Rivals like Canva are also beefing up their marketing portfolios through acquisitions and new launches. Meanwhile, Amazon, Google, and Meta have built their own AI-powered marketing rails.
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