Adobe acquires Peak XV-backed Indian AI marketing startup Rilo
Rilo is Adobe’s second acquisition of Indian startup after it bought AI-powered video creation firm Rephrase.ai in 2023.
Moneycontrol News
September 02, 2026 / 22:40 IST
Rilo cofounders Dhruv Jaglan and Georgi Boby
Adobe has acquired PeakXV-backed Indian artificial intelligence (AI) workflow automation startup Rilo in a move that could bolster its agentic AI capabilities for marketers.
This is Adobe’s second acquisition in India after the purchase of the AI-driven video creation startup Rephrase.ai in 2023. Terms of the acquisition were not disclosed.
In a post on LinkedIn, Rilo co-founder and CEO Dhruv Jaglan said the startup is “joining Adobe to help bring AI to Fortune 500 marketers.”
Jaglan started Rilo with his IIT Bombay batchmate Georgi Boby in 2025. The startup also counts DeVC, and Day Zero Ventures among its investors.
“From day one, our mission at Rilo was to expand the power of AI beyond just engineers. I’m incredibly proud of the team, what we’ve built and the pace we built it in. And, now excited to share that we’re joining Adobe to continue our mission at a whole new scale,” Boby said in a separate LinkedIn post. Moneycontrol has written to Adobe for a comment.
Rilo is an AI automation platform that helps teams build outcome-driven workflows using natural-language instructions. Its AI agents automate processes across areas such as go-to-market, operations, data, and internal tooling.
The platform has allowed marketing and go-to-market teams to build ‘AI employees’ that handle workflows across competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social content and campaign research, comparable to Anthropic’s Claude Cowork.
Rahul Gupta, Managing Partner at Day Zero Ventures, said Rilo’s “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.”
The acquisition comes as Adobe looks to solidify its lead in the marketing software sector amid growing competition from rivals like Canva, as well as tools from AI research labs such as Anthropic and OpenAI, as businesses increasingly embrace agentic AI systems.
In April, Adobe unveiled Adobe CX Enterprise, an end-to-end agentic AI system designed to simplify how businesses manage the entire customer lifecycle, from acquisition and engagement to conversion and long-term loyalty.
Businesses are also turning to AI agents to accelerate complex workflows, from producing on-brand content to delivering personalized customer experiences.
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