Adobe Acquires 6-Member Rilo Team to Boost AI Marketing Workflows
Updated
Updated · TechCrunch · Sep 2
Adobe Acquires 6-Member Rilo Team to Boost AI Marketing Workflows
1 articles · Updated · TechCrunch · Sep 2
Summary
Adobe confirmed it bought India-based startup Rilo in a licensing-and-team deal, adding the company’s six-person team and some of its IP for an undisclosed price.
Rilo’s tools automate marketing work such as competitor intelligence, content repurposing, distribution and sales-call analysis, fitting Adobe’s push to strengthen AI features for large enterprise customers.
Founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan, Rilo had raised $1 million at a $10 million valuation; a source said investors will get an exit.
Rilo will shut down after the acquisition, marking Adobe’s second India startup buy after Rephrase.ai in 2023 and extending its broader marketing M&A push after the $1.9 billion Semrush deal last year.