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Adobe Acquires Peak XV-Backed AI Martech Startup Rilo

Adobe Acquires Peak XV-Backed AI Martech Startup Rilo

Adobe acquires Indian AI martech startup Rilo to strengthen agentic marketing workflows for enterprise customers.

Adobe has acquired Rilo, an Indian AI martech startup backed by Peak XV Partners, for an undisclosed amount.

The deal gives Adobe access to Rilo’s technical team and agentic workflow technology as the company expands its AI-powered marketing and enterprise automation capabilities.

Agentic Workflows for Enterprise Marketing

Founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo built AI tools that allow marketing and go-to-market teams to create complex workflows in plain English and execute them using AI agents.

The platform supported use cases such as competitor intelligence, campaign research, content distribution, social media outreach and sales call analysis.

Reports said Rilo had raised $1 million in seed funding from investors including Peak XV Partners, DeVC and Day Zero Ventures, and was valued at about $10 million during its last fundraise.

Rilo’s cofounder Dhruv Jaglan said the startup is joining Adobe to help bring AI to Fortune 500 marketers.

Following the acquisition, Rilo’s existing platform is expected to shut down, with the team and some intellectual property moving into Adobe.

The deal marks Adobe’s second known acquisition of an Indian startup, after its 2023 purchase of AI video company Rephrase.ai.

For Adobe, the acquisition reflects a broader push to bring agentic AI deeper into marketing workflows, helping enterprise customers automate research, campaign execution and other go-to-market tasks.

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