Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The startup raised $1 million from PeakXV, DeVC and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will receive an exit through the transaction.
Adobe declined to provide further details beyond confirming the acquisition.
Rilo’s product was designed around configurable AI workflows, allowing marketing and sales teams to link together multiple tasks inside a single system. Its approach put it in a similar category to products such as Claude Cowork and ChatGPT Work.
The technology also addressed a broader set of marketing functions that companies are increasingly trying to automate with AI, including campaign creation, deployment and tracking, extracting follow-up tasks from meetings, and monitoring brand visibility across services such as ChatGPT, Gemini and Claude.
DeVC’s Rahul Mathur told TechCrunch that Rilo’s technology could fit into Adobe’s customer experience and marketing products by helping customers manage more complex workflows and better track actions taken across Adobe’s platform.
Rahul Gupta, managing partner at Day Zero Ventures, also pointed to Rilo’s workflow technology as a key part of the deal. “We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” Gupta said. “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.”
Rilo will no longer operate as a standalone product after the acquisition, meaning its existing service will not remain available to customers.
The transaction is Adobe’s second acquisition involving an Indian startup. The company previously bought AI video platform Rephrase.ai in 2023. It also follows Adobe’s much larger push into marketing technology through its $1.9 billion acquisition of SEO company Semrush last year. Rilo adds a smaller, workflow-focused capability as Adobe continues expanding the tools available to larger marketing customers.
Adobe is not alone in building out its marketing technology portfolio. Canva has expanded in the same area through acquisitions and new products, while Amazon, Google and Meta have developed their own AI-powered marketing systems.
For Adobe, Rilo adds both a specialized team and workflow technology that can be incorporated into its existing marketing products rather than maintained as a separate business.
This analysis is based on reporting from TechCrunch.
Image courtesy of Rilo.
This article was generated with AI assistance and reviewed for accuracy and quality.
