Technology giant Adobe has acquired the Indian AI-based automation company Rilo less than a year after its founding. This deal marks the second known acquisition by Adobe of an Indian firm, following the purchase of generative video AI company Rephrase.ai in 2023, and comes amid the company's deepening commitment to agency marketing and AI-driven automation. The financial details of this transaction were not disclosed by the companies.
Rilo was founded in September 2025 by IIT Bombay graduates Dhruv Jaglan and Georgie Bobby. The service allows users without deep technical knowledge to describe complex workflows in simple language, which AI agents then create and execute across hundreds of different tools. Subsequently, Rilo transformed into a platform for 'AI employees' for marketing and GTM teams, managing tasks related to competitive intelligence, lead generation, LinkedIn outreach, Reddit marketing, social media research, and campaign analysis, becoming an early competitor to Claude Cowork.
The startup attracted over 10,000 users within months of launch. It received funding from Peak XV Partners and Z47/DeVC at a stated valuation of $10 million.
Rahul Gupta, Managing Partner at Day Zero Ventures, an investor in Rilo, noted: 'We are very pleased that Rilo was acquired by Adobe in such a short time. Their workflow builder product was far ahead of its time and will be extremely valuable to a giant like Adobe in improving customer experience and productivity.'
The deal provides Adobe with a strong technical team. Jaglan previously co-founded the AI-powered recruiting platform Babblebots.ai, and Bobby headed the technology division at the kitchen robotics company CloudChef. The broader team includes IIT Bombay computer science graduates, such as Bhavesh Dhingra, who achieved AIR 2 in JEE Advanced in 2016.
The acquisition occurs amid intensifying competition in the AI marketing space, as Anthropic launched Claude for marketers, and other leading AI companies are also actively integrating their solutions into marketing scenarios. With this acquisition, Rilo's automation capabilities can operate in a much broader corporate environment and perform larger-scale marketing tasks for Adobe's clients.