Acquisition · Enterprise Software & IT

Adobe acquires Indian AI startup Rilo for marketing automation

By Startup Enthusiast · 2 September 2026

What they do

Rilo developed an AI platform that allowed marketing teams to automate complex tasks using natural language instructions

Adobe acquired the startup to integrate its workflow automation technology and team into its enterprise marketing and customer experience products

The startup will shut down its platform following the acquisition, with its founders and team joining Adobe to scale their mission

Adobe has acquired Rilo, an Indian startup specializing in AI-powered workflow automation for marketing teams.
The transaction involves the acquisition of the team and the integration of Rilo's intellectual property into Adobe's marketing suite.
Rilo's platform allowed users to describe tasks in plain English to build and execute automated workflows across various tools.
The startup's six-member team, including co-founders Dhruv Jaglan and Georgi Boby, will join Adobe.
Rilo will shut down its standalone platform, and existing users will be assisted in transitioning their workflows.
The deal aims to bolster Adobe's capabilities in agentic AI (AI systems that can perform complex, multi-step tasks autonomously) for Fortune 500 marketers.

Adobe is aggressively expanding its generative AI and agentic AI offerings to compete with rivals like Canva, Anthropic, and OpenAI.
This acquisition follows Adobe's 2023 purchase of Rephrase.ai, marking its second known acquisition of an Indian startup.
Rilo had gained significant traction, attracting over 10,000 users within months of its launch in 2025.

Rilo provided a platform for go-to-market teams to build custom AI workflows for sales and marketing operations.
Key use cases included lead generation, competitor tracking, sales outreach, content distribution, and sales-call analysis.
The platform enabled users to create AI employees capable of executing tasks across multiple software platforms.
It supported the creation of custom workflows similar to tools like Claude Cowork or ChatGPT Work.
The technology was designed to expand the reach of AI automation beyond engineering departments to general business users.

The Rilo team will join Adobe to integrate their technology into Adobe's existing marketing and customer experience products.
The startup will cease operations, and existing customers will be transitioned to other workflows.