Adobe has acquired the one-year-old Indian startup Rilo, whose AI agents build and execute complete workflows for marketing teams from a single text input. The six-member Rilo team is fully transitioning to Adobe, and the standalone platform will be shut down. Neither party has disclosed financial details of the deal.
Rilo builds marketing workflows from simple instructions
Founders Dhruv Jaglan and Georgi Boby, both graduates of IIT Bombay, launched Rilo only in 2025. Jaglan previously founded the AI recruiting platform Babblebots.ai, while Boby led technology at the robotics company CloudChef. As TechCrunch reports, users can describe workflows in simple English without programming knowledge, which the AI agents then autonomously execute across hundreds of connected tools. The platform specifically targeted prosumers and less tech-savvy marketing teams.
Use cases include competitive analysis, content preparation and distribution, automated outreach via LinkedIn and Reddit, and the evaluation of sales conversations for campaign research – similar to Meta’s Ads MCP Server for AI agents. Rilo had previously raised one million dollars in seed capital at a valuation of ten million dollars, including from Peak XV, DeVC, and Day Zero Ventures.
The user base grew to around 10,000 accounts within a few months – less than a year passed between founding and acquisition. Rahul Gupta of Day Zero Ventures describes the workflow builder as ahead of its time and valuable for a corporation like Adobe.
Deal joins series of quiet AI acquisitions
Adobe confirmed the purchase only briefly as a license and team acquisition, not disclosing the purchase price or further contract details. Investors thus receive an exit, while the entire six-member Rilo team along with intellectual property transitions to Adobe. For existing Rilo customers, access to the platform ends with the deal, and no standalone product will remain. This is already Adobe’s second acquisition of an Indian AI company after the video tool Rephrase.ai in 2023.
Rilo was primarily used by sales and marketing teams of high-growth software companies, as YourStory and Business Standard consistently describe. The acquisition comes at a time when Adobe is increasingly feeling competition in the marketing software business from Canva as well as from AI providers like Anthropic and OpenAI, who are expanding their own agent functions for marketing teams.
Similarly quiet was OpenAI’s acquisition of the presentation tool NextSlide, also without a disclosed purchase price. Stripe’s significantly larger acquisition of the AI gateway OpenRouter for around seven billion dollars also joins a growing series of acquisitions through which established software companies are buying ready-made agent teams instead of developing their own from scratch.
It remains to be seen how deeply Adobe will integrate Rilo’s technology into its own suite and whether standalone agent functions for marketing teams will appear by 2026. The case also shows that established software corporations are increasingly acquiring small, already growing teams in the race for agentic tools, rather than developing from scratch.
