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Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, TechCrunch learned and the company confirmed. This is Adobe's second acquisition from India after it bought video platform Rephrase.ai in 2023 . The companies didn't disclose the deal's terms. Beyond confirming the deal, Adobe declined to comment. The acquisition gives Adobe a small team and technology focused on automating marketing workflows, which have been changing as companies use AI to build tools to automate the creation, deployment, and tracking of campaigns, get action items from meetings or calls to complete tasks, and increase brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo's technology could bolster Adobe's existing products as the company targets its larger customers. Founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, Rilo raised $1 million from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation. A source told TechCrunch that investors will get an exit from this deal, and Adobe will integrate some of Rilo's IP along with the six-member team. The company worked on letting go-to-market teams create custom workflows, including competitor intelligence, content repurposing and distribution, and sales call analysis. It also allowed teams to set up custom workflows comparable to tools like Claude Cowork and ChatGPT Work. Post-acquisition, Rilo will shut down and won't be available to its customers. "We're very excited that Rilo has been acquired by Adobe in such a short span of time," Rahul Gupta, Managing Partner, Day Zero Ventures told TechCrunch over email. "Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity." Adobe made a marquee marketing acquisition last year by buying SEO optimization company Semrush for $1.9 billion . DeVC's Rahul Mathur told TechCrunch that Rilo could fit into Adobe's CX and marketing suite to handle complex workflows and give customers visibility into actions they take on the creative company's platform. Rivals like Canva have also bolstered their marketing portfolio with acquisitions and new launches . Meanwhile, Amazon, Google, and Meta have built their own AI-powered marketing rails. Topics Adobe , AI , India , Peak XV Partners , Startups When you purchase through links in our articles, we may earn a small commission . This doesn’t affect our editorial independence. Ivan Mehta Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web. You can contact or verify outreach from Ivan by emailing im@ivanmehta.com or via encrypted message at ivan.42 on Signal. View Bio October 13 - 15 San Francisco Don't miss out . The startup community will gather to answer a pivotal question: How do you build sustainably in the AI era? REGISTER NOW Most Popular Apple shares ‘shocking evidence' against former employee accused of stealing company data for OpenAI Amanda Silberling Microsoft tests fix for latest hours-long Outlook outage Sarah Perez MapQuest's app surges to No. 1 in Navigation after refusing to rename Lake Ontario Sarah Perez Musk's faster path to more gas turbines comes with pollution problem Connie Loizos Hugging Face is selling a cute $399 open source duck robot, Microduck Rebecca Bellan Nvidia closes in on Hugging Face acquisition Connie Loizos Viral AI startup Instinct has raised $350M at a $2.5B valuation Lucas Ropek