Adobe Buys Rilo to Accelerate Agentic AI

Adobe has acquired Indian AI startup Rilo, strengthening its push into agentic AI and workflow automation for enterprise marketing teams. The deal comes less than a year after Rilo’s launch, although financial terms have not been disclosed. 

Founded in 2025 by IIT Bombay batchmates Dhruv Jaglan and Georgi Boby, Rilo was built to make sophisticated automation accessible to non-technical users. Teams could describe tasks in natural language, with AI agents creating and executing the required workflows. 

Rilo evolved toward what it described as “AI employees” for marketing and go-to-market teams. Its agents could support competitive intelligence, prospecting, sales outreach, content distribution, campaign research and sales-call analysis. The platform attracted more than 10,000 users within months. 

The acquisition gives Adobe access to Rilo’s technology and team as enterprises increasingly seek AI systems that can move beyond content generation to plan, coordinate and execute marketing activities across multiple applications. 

The move fits Adobe’s broader strategy around Adobe CX Enterprise, its agentic AI platform for managing customer journeys from acquisition and engagement through conversion and loyalty. Rilo’s workflow technology could strengthen automation across this ecosystem. 

It also marks Adobe’s second known acquisition from India, following its purchase of generative AI video startup Rephrase.ai in 2023, highlighting the growing strategic importance of Indian AI talent and startups. 

For marketers, the bigger shift is clear: AI is moving from assisting campaigns to executing workflows. Adobe’s Rilo acquisition signals that the next marketing battle will increasingly revolve around autonomous AI agents capable of turning business objectives into actions at enterprise scale.