Adobe has acquired Indian AI startup Rilo, a Peak XV backed company focused on workflow automation for marketing and go to market teams. The deal gives Adobe access to technology designed to automate multi step business workflows using natural language instructions. Financial terms of the acquisition have not been disclosed.
Founded in 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby, Rilo had also raised capital from DeVC and Day Zero Ventures. The acquisition comes less than a year after the startup was founded, making it a notably early acquisition in the Indian AI startup ecosystem.
What Rilo Built For Marketing Teams
Rilo developed an AI automation platform that allowed teams to create workflows through natural language rather than relying on traditional software configuration. Its agents were designed to work across go to market, operations, data, and internal tools, with use cases including competitive intelligence, prospecting, outreach, content distribution and campaign research.
Rilo focused on outcome driven AI workflows that could execute connected tasks across multiple tools. The acquisition was announced by co founders Dhruv Jaglan and Georgi Boby on LinkedIn, with Jaglan highlighting Adobe’s reach among Fortune 500 marketers and Boby reiterating Rilo’s aim to take AI beyond engineers.
Why Adobe Is Buying Rilo
The acquisition fits into Adobe’s wider push to bring agentic AI deeper into enterprise marketing. The company has been expanding beyond content creation towards systems that can automate customer lifecycle activities, while facing competition from companies such as Canva as well as AI platforms developed by Anthropic and OpenAI.
Adobe launched Adobe CX Enterprise in April as an agentic AI system covering activities across acquisition, engagement, conversion and customer loyalty. Rilo’s workflow technology could add another layer to that strategy by helping marketing teams automate operational tasks and connect multiple actions within existing enterprise processes.
This is also Adobe’s second acquisition of an Indian startup. The company previously acquired AI video creation firm Rephrase.ai in 2023. Rilo therefore adds another India built AI capability to Adobe’s growing portfolio as enterprise software increasingly shifts from AI assistance towards AI agents that can execute workflows.
FAQs
- What is Rilo AI?
Rilo is an Indian AI startup that built AI powered workflow automation tools for marketing and go to market teams.
- Why did Adobe acquire Rilo?
Adobe acquired Rilo to strengthen its agentic AI and marketing automation capabilities, particularly for enterprise workflows.
- What does Rilo do?
Rilo helps businesses automate multi step tasks using AI agents and natural language instructions across different tools and workflows.
- Who founded Rilo?
Rilo was founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby.
- Is Rilo an Indian AI startup?
Yes. Rilo is an Indian AI startup backed by Peak XV, DeVC and Day Zero Ventures.
