Adobe Acquires Rilo, PeakXV-Backed AI Startup, Less Than a Year After Launch

Adobe acquires PeakXV-backed AI startup Rilo to expand marketing automation

Rilo cofounder Dhruv Jaglan announced the acquisition in a LinkedIn post, saying the startup would join Adobe to "help bring AI to Fortune 500 marketers". Financial details of the transaction were not disclosed. Adobe has acquired Peak XV backed- artificial intelligence startup Rilo, as the US software major looks to expand AI-powered workflow automation for enterprise marketers. The acquistion comes within a year of Rilo being founded. The financial terms of the transaction were not disclosed. Rilo cofounder Dhruv Jaglan announced the acquisition in a LinkedIn post, saying the startup would join Adobe to "help bring AI to Fortune 500 marketers". Financial details of the transaction were not disclosed. Rilo was founded in 2025 by IIT batchmates Dhruv Jaglan and Georgi Boby. They built an AI-powered workflow automation platform that allowed users to create and automate sales and marketing tasks using natural language. The platform had attracted more than 10,000 users within months of its launch, according to Jaglan. Users could describe a task in plain English, and the platform would build a workflow to execute it. Its applications included lead generation, competitor tracking, sales outreach, content distribution and sales-call analysis. "We're very excited that Rilo has been acquired by Adobe in such a short span of time. Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity," said Rahul Gupta, managing partner at Day Zero Ventures, an investor in Rilo. Rilo had raised about $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures, among others. The startup's backers also included Peak XV investor Ishaan Mittal and other angel investors. The acquisition comes as Adobe steps up its focus on generative AI and AI agents across its marketing and customer experience products. The company has been integrating AI into tools used by marketers to create content, analyse customer behaviour and automate campaigns. Rilo is Adobe's second acquisition from India, following its buyout of AI video startup Rephrase.ai in 2023. Jaglan said the company would help its existing users transition their workflows as part of the change. Rilo's team, including cofounders Jaglan and Boby, will join Adobe.

Adobe Acquires Indian AI Startup Rilo to Boost Marketing Automation

Adobe has acquired Indian AI startup Rilo, founded by IIT Bombay grads in 2025. Rilo built AI-driven marketing automation tools that gained 10,000 users fast. The deal boosts Adobe's agentic AI push and marks its second Indian startup buy after Rephrase.ai. Adobe has bought Rilo, an Indian AI startup that builds tools for automated marketing work. The deal comes less than a year after Rilo launched, showing how fast big software firms are moving to grab AI talent and technology. Rilo was started in September 2025 by two IIT Bombay graduates, Dhruv Jaglan and Georgi Boby. The startup built a platform that let users create workflows using plain language instead of code. People could simply describe a task, and AI agents would carry it out across different tools. Rilo later shifted its focus to marketing and sales support. It built what the company called AI employees. These digital assistants handled jobs like researching competitors, finding prospects, distributing content, reaching out on social media, and reviewing sales calls. The approach caught on fast. Rilo crossed 10,000 users within just a few months of launch. , where software does not just create content but also completes multi-step tasks on its own. Rilo's technology is expected to strengthen automation inside Adobe's marketing and customer experience products, especially for large companies running complex campaigns. The deal also shows a shift in how young AI startups are valued. Buyers now care as much about a strong engineering team as they do about the product itself. Terms of the deal were not shared. Rilo had raised close to USD 1 million from investors such as Peak XV Partners, DeVC, and Day Zero Ventures. This marks Adobe's second acquisition of an Indian startup, after Rephrase.ai in 2023. Rilo will shut down as its team joins Adobe.