Adobe has acquired Indian artificial intelligence startup Rilo, backed by Peak XV Partners, in a move aimed at strengthening its agentic AI capabilities for marketers. The financial terms of the deal have not been disclosed.
The acquisition marks Adobe’s second purchase of an Indian startup. The company had earlier acquired AI-powered video creation platform Rephrase.ai in 2023.
Rilo Joins Adobe
Rilo co-founder and CEO Dhruv Jaglan said the startup is joining Adobe with the goal of helping bring AI-powered solutions to Fortune 500 marketers.
Jaglan founded Rilo in 2025 with his IIT Bombay batchmate Georgi Boby. The startup has also received backing from DeVC and Day Zero Ventures.
Boby said Rilo was created to make AI more accessible beyond engineering teams and expressed confidence that joining Adobe would allow the company to expand its technology on a much larger scale.
AI Workflow Automation Platform
Rilo has developed an AI automation platform that allows teams to create outcome-focused workflows using natural-language instructions.
Its AI agents can automate a range of business processes across go-to-market operations, data management and internal tools. The platform has been used by marketing and go-to-market teams to create AI-powered digital workers for tasks such as competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social media content and campaign research.
Rahul Gupta, Managing Partner at Day Zero Ventures, said Rilo’s workflow builder was ahead of its time and could help Adobe improve customer experience and productivity.
Adobe Steps Up Agentic AI Strategy
The acquisition comes as Adobe faces growing competition in marketing software from companies such as Canva, as well as AI platforms developed by firms including Anthropic and OpenAI.
Businesses are increasingly adopting AI agents to automate complex workflows, create brand-focused content and deliver more personalised customer experiences.
Adobe has also been expanding its own agentic AI offerings. In April, the company introduced Adobe CX Enterprise, an end-to-end agentic AI platform designed to help businesses manage different stages of the customer lifecycle, from customer acquisition and engagement to conversion and long-term loyalty.
The Rilo acquisition is expected to further strengthen Adobe’s AI capabilities and expand the use of agentic AI tools among marketers and enterprise customers.
