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

Adobe has acquired Rilo, a PeakXV-backed AI startup founded in 2025 by IIT Bombay graduates Dhruv Jaglan and Georgi Boby. The deal, announced less than a year after Rilo's launch, underscores how rapidly enterprise software companies are moving to secure AI talent and technology. Financial terms were not disclosed, though Rilo had raised close to $1 million from investors including Peak XV Partners, DeVC, and Day Zero Ventures.1

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AI-Powered Workflow Automation Built for Marketers

Rilo developed an AI-powered workflow automation platform that allowed users to create and execute marketing and sales tasks using natural language inputs. Instead of writing code or configuring complex systems, users could describe a task in plain English, and the platform would build a workflow to execute it. The approach resonated quickly—Rilo attracted over 10,000 users within months of its launch.1

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The platform handled tasks like lead generation, competitor research, sales outreach, content distribution, and sales call reviews, functioning as what Rilo called AI employees—digital assistants capable of completing multi-step processes autonomously.2

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Why Adobe Acquires Rilo Now

This acquisition aligns with Adobe's intensified focus on generative AI and AI agents across its marketing and customer experience products. Adobe has been integrating AI into tools that help marketers create content, analyze customer behavior, and automate campaigns. Rilo's technology is expected to strengthen automation capabilities inside Adobe's enterprise offerings, particularly for Fortune 500 marketers running complex, multi-channel campaigns.1

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Dhruv Jaglan confirmed the team would join Adobe to "help bring AI to Fortune 500 marketers," signaling Adobe's intent to embed agentic AI—software that not only generates content but also executes tasks autonomously—deeper into its platform.2

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Strategic Implications for Enterprise Marketing Automation

The deal highlights a shift in how AI startups are valued. Buyers now prioritize strong engineering teams as much as the product itself. Rahul Gupta, managing partner at Day Zero Ventures, noted that Rilo's workflow builder product was "way ahead of the curve" and would be "extremely valuable" to Adobe in enhancing customer experience and productivity.1

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For Adobe, acquiring an Indian AI startup with proven traction in AI-driven marketing automation tools strengthens its competitive position against rivals investing heavily in similar capabilities. This marks Adobe's second acquisition from India, following its buyout of Rephrase.ai in 2023.1

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What Happens Next for Rilo Users

Rilo will shut down as a standalone product, with Jaglan stating the company would help existing users transition their workflows as part of the change. The entire team, including cofounders Georgi Boby and Dhruv Jaglan, will join Adobe.1

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Watch for how Adobe integrates Rilo's natural language-driven workflow capabilities into its existing suite, and whether this accelerates Adobe's rollout of autonomous AI agents for prospect identification, competitor tracking, and campaign execution at enterprise scale.