Adobe acquires PeakXV-backed AI startup Rilo to expand marketing automation

Adobe has acquired Peak XV backed- artificial intelligence startup Rilo, as the US software major looks to expand AI-powered workflow automation for enterprise marketers. The acquistion comes within a year of Rilo being founded. The financial terms of the transaction were not disclosed.

Rilo cofounder Dhruv Jaglan announced the acquisition in a LinkedIn post, saying the startup would join Adobe to “help bring AI to Fortune 500 marketers”. Financial details of the transaction were not disclosed.

Rilo was founded in 2025 by IIT batchmates Dhruv Jaglan and Georgi Boby. They built an AI-powered workflow automation platform that allowed users to create and automate sales and marketing tasks using natural language. The platform had attracted more than 10,000 users within months of its launch, according to Jaglan.


Users could describe a task in plain English, and the platform would build a workflow to execute it. Its applications included lead generation, competitor tracking, sales outreach, content distribution and sales-call analysis.

“We’re very excited that Rilo has been acquired by Adobe in such a short span of time. 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,” said Rahul Gupta, managing partner at Day Zero Ventures, an investor in Rilo.

Rilo had raised about $1 million from investors including Peak XV Partners, DeVC and Day Zero Ventures, among others. The startup's backers also included Peak XV investor Ishaan Mittal and other angel investors.

The acquisition comes as Adobe steps up its focus on generative AI and AI agents across its marketing and customer experience products. The company has been integrating AI into tools used by marketers to create content, analyse customer behaviour and automate campaigns. Rilo is Adobe's second acquisition from India, following its buyout of AI video startup Rephrase.ai in 2023.

Jaglan said the company would help its existing users transition their workflows as part of the change. Rilo's team, including cofounders Jaglan and Boby, will join Adobe.