Adobe has acquired India-based marketing intelligence startup Rilo, the company confirmed, marking its second Indian acquisition this year after Rephrase.ai. Rilo’s technology focuses on automating marketing workflows, aligning with Adobe’s strategy to enhance customer experience and productivity.

The startup, founded by IIT batchmates Georgi Boby and Dhruv Jaglan, raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures. With a six-member team, Rilo’s tools have already been tried by over 10,000 users, focusing on creating custom workflows, competitor intelligence, and sales call analysis.

Post-acquisition, Rilo’s tools will integrate into Adobe’s CX and marketing suite, handling complex workflows and providing visibility into customer actions. This move comes as competitors like Canva and tech giants such as Amazon, Google, and Meta continue to bolster their AI-powered marketing offerings.

The deal, though unquantified, signals Adobe’s continued expansion into AI-driven marketing solutions. Rahul Gupta, managing partner at Day Zero Ventures, expressed excitement, stating that Rilo’s product was 'way ahead of the curve' and would be 'extremely valuable' to Adobe.

For Adobe, integrating Rilo’s technology aligns with its broader strategy to leverage AI to automate marketing tasks, build brand visibility on platforms like ChatGPT, Gemini, and Claude, and offer seamless customer experiences.