Adobe Acquires Rilo: Expanding Agentic AI for Marketing

Adobe has acquired Rilo, an Indian AI workflow automation startup. This move expands Adobe's push into agentic AI and automated marketing workflows. Rilo was founded in 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby. The startup built an AI automation platform that allows teams to create and execute workflows using natural-language instructions. Rilo sharpened its focus on marketing and go-to-market teams, developing AI agents for tasks like competitive intelligence and LinkedIn outreach. Its technology allowed users to create "AI employees" and crossed 10,000 users within months of launching. Rilo was backed by Peak XV Partners, DeVC, and Day Zero Ventures. Co-founder Dhruv Jaglan announced the acquisition, stating Rilo would help bring AI to Fortune 500 marketers. This deal is Adobe's second known acquisition in India, following Rephrase.ai in 2023. The acquisition strengthens Adobe's position in marketing software, especially as companies experiment with AI agents to automate complex tasks. Rilo's technology fits into Adobe's wider strategy, particularly for marketing teams looking to automate multi-step processes. This matters because it shows how AI is increasingly being used to automate complex tasks in marketing.