Adobe acquires Indian market intelligence startup Rilo

Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, as confirmed by the company. This is Adobe's second acquisition from India after it bought video platform Rephrase.ai in 2023, while the companies did not disclose the terms of the deal. The acquisition gives Adobe a small team and technology focused on automating marketing workflows, which have been evolving as companies leverage AI to build tools that automate campaign creation, deployment, and tracking. Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo previously raised $1 million at a $10 million valuation from investors including Peak XV, DeVC, and Day Zero Ventures. Following the acquisition, Rilo will shut down and will no longer be available to its customers. Adobe will integrate a portion of Rilo's intellectual property alongside its six-member team to bolster its existing products targeting larger enterprise customers.