Adobe acquires Indian AI marketing workflow startup Rilo to boost its CX suite

Adobe announced it has acquired the Indian marketing intelligence company Rilo, securing both its AI-driven workflow automation technology and a six-member team. The financial details of the transaction were not revealed. Rilo, launched in 2025 by Georgi Boby and Dhruv Jaglan, previously raised $1 million from investors such as PeakXV, DeVC and Day Zero Ventures at a $10 million valuation.

Adobe plans to embed Rilo’s capabilities into its customer-experience and marketing suite for larger clients, as businesses adopt generative AI for campaign creation and brand visibility on platforms like ChatGPT, Gemini and Claude. Investors are expected to exit through the sale, and Rilo’s services will be discontinued after the integration. This acquisition follows Adobe’s earlier purchases of Rephrase.ai and the $1.9 billion acquisition of Semrush, amid competition from firms like Canva, Amazon, Google and Meta expanding their AI marketing tools.