Adobe acquires Peak XV-backed Indian AI startup Rilo
Adobe has acquired Indian AI workflow automation startup Rilo, strengthening its push into agentic AI and automated marketing workflows.
Founded in 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby, Rilo developed an AI automation platform that enables teams to create and execute workflows through natural-language instructions. The startup was backed by Peak XV Partners, DeVC and Day Zero Ventures.
Rilo initially focused on making AI-powered workflows accessible beyond engineering teams. Its platform later evolved into an offering for marketing and go-to-market teams, with AI agents handling tasks including competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social content and campaign research.
The startup’s technology enabled users to create what Rilo described as “AI employees” capable of carrying out workflows across multiple tools. The company had more than 10,000 users within months of launching and had raised funding at a reported valuation of $10 million.
Jaglan, Rilo’s co-founder and CEO, announced the acquisition on LinkedIn, saying the company was “joining Adobe to help bring AI to Fortune 500 marketers.”
Boby said the startup’s mission from the outset had been to extend the use of AI beyond engineers. He said he was proud of what the team had built and the speed at which it had developed, adding that the acquisition would allow the mission to continue at a larger scale.
Rahul Gupta, managing partner at Day Zero Ventures, said Rilo’s workflow builder was ahead of its time and could help Adobe improve customer experience and productivity.
Adobe’s second Indian acquisition
The transaction is Adobe’s second known acquisition in India. The company previously acquired AI-driven video creation startup Rephrase.ai in 2023.
The Rilo acquisition comes as Adobe seeks to expand its position in marketing software amid competition from Canva and AI companies such as Anthropic and OpenAI. Businesses are increasingly using AI agents to automate complex activities, including content creation and personalised customer experiences.
Adobe unveiled Adobe CX Enterprise in April, positioning it as an end-to-end agentic AI system for managing stages of the customer lifecycle, from acquisition and engagement to conversion and loyalty.
Rilo’s workflow automation capabilities add to that broader push, particularly for marketing and go-to-market teams seeking to automate multi-step processes using AI agents.
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First Published onSeptember 3, 2026, 13:34:14 IST
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