Adobe buys Rilo, its second Indian AI startup acquisition
Adobe has acquired Rilo, a PeakXV-backed Indian AI workflow automation startup, in a deal with undisclosed terms. It’s Adobe’s second acquisition of an Indian AI company, following its 2023 purchase of video creation startup Rephrase.ai.
What Rilo Built
Rilo is an AI automation platform that lets marketing and go-to-market teams build workflows using natural-language instructions. Its AI agents cover competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social content, and campaign research. The founders describe it as enabling teams to build “AI employees” that handle those workflows end to end.
Co-founder and CEO Dhruv Jaglan and co-founder Georgi Boby started Rilo in 2025. Both are IIT Bombay graduates. Investors include PeakXV, DeVC, and Day Zero Ventures. Rahul Gupta, Managing Partner at Day Zero Ventures, said the workflow builder product was “way ahead of the curve.”
Why Adobe Wants It
Jaglan said Rilo is joining Adobe to “help bring AI to Fortune 500 marketers.” The acquisition slots into Adobe’s broader push into agentic AI. In April, Adobe launched Adobe CX Enterprise, an end-to-end agentic AI system built to manage the full customer lifecycle from acquisition through long-term retention.
The move comes as Adobe faces growing pressure from Canva and AI tools from Anthropic and OpenAI in the marketing software market.
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