Adobe Acquires Marketing Intelligence Startup Rilo

Founded in 2025 by IIT alumni Georgi Boby and Dhruv Jaglan, Rilo specialized in building custom workflows for go-to-market teams. Its platform enabled automated competitor intelligence, content distribution, and the analysis of sales calls—capabilities now set to be shuttered for Rilo’s original customers as the technology migrates into Adobe’s ecosystem. The startup previously secured $1 million in funding from investors including PeakXV, DeVC, and Day Zero Ventures at a $10 million valuation.

Rahul Gupta, managing partner at Day Zero Ventures, noted that the workflow builder was ahead of market trends and would likely prove essential for Adobe’s efforts to improve customer productivity. While Adobe declined to disclose the financial terms of the deal, the acquisition follows the company’s 2023 purchase of video platform Rephrase.ai. As major competitors like Canva expand their own AI-powered marketing portfolios, Adobe is positioning its suite to handle the increasingly automated nature of brand visibility across platforms such as ChatGPT and Claude.