Adobe Expands AI Horizons with Acquisition of Indian Startup Rilo
In a strategic move to bolster its foray into agentic AI and automated marketing workflows, Adobe has acquired Rilo, an innovative Indian AI workflow automation startup.
Established in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo has crafted an advanced AI automation platform that empowers teams to devise and implement workflows through natural language instructions.
The startup’s growth trajectory was catalyzed by investment from Peak XV Partners, DeVC, and Day Zero Ventures.
Initially designed to democratize AI-enhanced workflows beyond engineering departments, Rilo’s platform has since transcended its original focus, catering now to marketing and go-to-market teams.
This evolution involved deploying AI agents to undertake a myriad of tasks, including competitive analysis, lead generation, outreach on platforms like LinkedIn, Reddit marketing, social media content management, and campaign research.
Rilo’s pioneering technology enabled users to develop what the company referred to as “AI employees,” which are adept at executing workflows across a variety of tools.
In an impressive period post-launch, the startup amassed over 10,000 users and secured funding at a valuation approximating $10 million.
Jaglan, Rilo’s co-founder and CEO, took to LinkedIn to herald the acquisition, expressing enthusiasm about the company “joining Adobe to facilitate AI advancements for Fortune 500 marketers.”
Boby articulated the startup’s foundational mission to broaden AI utilization beyond the tech sphere, voicing pride in the team’s accomplishments and the rapidity of their development. He underscored that this acquisition would enhance their mission on a more expansive scale.
Rahul Gupta, managing partner at Day Zero Ventures, remarked on the foresight of Rilo’s workflow builder, asserting its potential to significantly enrich Adobe’s customer experience and productivity.
Adobe’s Growing Footprint in India
This acquisition marks Adobe’s second known purchase in India, following its acquisition of AI-centric video creation startup Rephrase.ai in 2023.
The Rilo acquisition emerges amidst Adobe’s quest to fortify its standing within the competitive landscape of marketing software, particularly in light of rising contenders such as Canva and AI enterprises including Anthropic and OpenAI.
As businesses increasingly leverage AI agents for automating intricate tasks, including content generation and tailored customer interactions, this strategic development is particularly timely.
In April, Adobe introduced Adobe CX Enterprise, branding it as a comprehensive agentic AI system aimed at managing every phase of the customer lifecycle—from acquisition and engagement to conversion and loyalty.
Rilo’s capabilities in workflow automation further enhance Adobe’s broader initiative, especially for marketing and go-to-market teams keen on automating complex, multi-step processes through AI agents.
Source link: Storyboard18.com.
