The technology giant Adobe has purchased the Indian AI automation firm Rilo, just under a year since its founding.

The agreement represents Adobe's second recognized acquisition of an Indian firm, after its acquisition of the generative AI video company Rephrase.ai in 2023, and occurs as the company intensifies its focus on agentic marketing and AI-driven automation. The firms did not disclose the financial specifics of the deal.

Established in September 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby, Rilo enables prosumers and non-technical individuals to articulate intricate workflows in simple English, empowering AI agents to create and implement them across numerous tools.

Rilo ultimately transformed into a platform for 'AI personnel' catering to marketing and GTM teams, managing workflows related to competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social content, and campaign research, and became an early competitor to Claude Cowork.

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The startup attracted more than 10,000 users just months after its launch. It secured financing from Peak XV Partners and Z47/DeVC at an estimated valuation of $10 million.

“We're thrilled that Adobe has acquired Rilo so quickly.” Rahul Gupta, Managing Partner at Day Zero Ventures, an investor in Rilo, stated, “Their workflow builder product was well ahead of its time and will be immensely beneficial to a giant like Adobe in improving customer experience and productivity.”

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The agreement provides Adobe with a robust technical team. Jaglan earlier co-founded the AI recruitment platform Babblebots.ai, whereas Boby headed technology at the robotic cooking company CloudChef. The larger group consists of computer science graduates from IIT Bombay, among them Bhavesh Dhingra, who achieved AIR 2 in JEE Advanced 2016.

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The agreement occurs as rivalry in AI-driven marketing escalates, with Anthropic introducing Claude for marketers and other leading AI firms also expanding into marketing applications. The acquisition will enable Rilo’s automation features to function across a significantly larger enterprise scope and carry out wider marketing workflows for Adobe’s clients.