Adobe has entered into a strategic partnership with Indian artificial intelligence company Rilo to deepen its agentic marketing services and improve workflow automation for enterprise customers. Adobe is making its second purchase of an Indian technology startup, in this instance the acquisition of Rilo’s technical team. It will also secure the license to its technology after acquiring Rephrase.ai, a generative video firm in 2023.

The financial terms of the deal were not announced, but Rilo had previously raised $1 million in seed funding at a $10 million valuation, with prominent venture capital firms Peak XV Partners, DeVC, and Day Zero Ventures.

Founding background and core capabilities

Rilo was established in 2025 by IIT Bombay batchmates Dhruv Jagalan and Georgi Boby, with the vision of offering automation solutions for going-to-market teams and marketers with AI tools that they can instruct with natural language. Users would be able to spell out their desired procedures in natural language, and the AI agents on the platform would be able to run processes independently on the various platforms involved. 

After its public announcement, Rilo scaled quickly, achieving over 10,000 users on its platform within months. According to co-founder Dhruv Jaglan, Rilo’s entry into Adobe will help introduce AI devices to Fortune 500 marketers in a publicly released post. 

The objective from the startup’s early days was to make AI major for anyone beyond software engineers, as emphasized by co-founder Georgi Boby. The six-member team behind Rilo has a significantly technical bent, with IIT-Bombay Computer Science graduates having held engineering and leadership roles in robotics, recruitment, and software platforms.

Rilo’s core product provided automated AI agents based on outcomes, not on a rigid flow diagram. It enabled go-to-market teams to create tailored workflows for competitor tracking, sales call analysis, content repurposing, distribution, LinkedIn outreach, and Reddit marketing. Rilo’s system provided automated alerts as prospects showed definite purchasing indications, making aid with regards to lead discovery and campaign management simple.

Strategic integration and observation

Investors and market observers pointed to Rilo’s workflow builder product that fall ahead of its time in the growing Martech segment. The startup has developed an early blueprint for outcome-based AI agents in enterprise marketing by allowing non-technical teams to automate multi-step processes without technological coding.

The acquisition comes as Adobe moves to enhance its customer experience and marketing systems, as companies continue to embrace AI to develop, disseminate, and evaluate marketing strategies. As part of the deal, Adobe will incorporate Rilo’s intellectual property into its current product portfolio and hire its entire engineering staff. 

During the transition process, Rilo will close its own platform, and current investors will be given an exit. Adobe’s adoption of Rilo’s technology is set to enhance its AI-driven agentic systems and enterprise automation capabilities. 

The acquisition comes as Adobe recently acquired a search and brand visibility firm named Semrush to expand its AI-powered marketing infrastructure. Rilo’s automatic workflow builders are anticipated to help expand Adobe’s CX Enterprise platform, furnishing enterprise clients with better insights and up-to-date operations throughout creative trafficking and marketing streams.

Conclusion

Adobe’s acquisition of Rilo highlights the rising relevance of these agentic AI and workflow automation solutions in today’s enterprise-marketing landscape. Adobe’s integration of Rilo’s technology and engineering expertise facilitates faster adoption of smart, automated workflows for global brand marketers.

This partnership underscores the evolving maturity of India’s AI startup landscape and Adobe’s focus on centralizing its AI-powered offerings within customer experience solutions.