Adobe Buys Indian AI Startup Rilo as Agentic AI Strategy Expands

Another artificial intelligence agent with roots in Indian startups has joined Adobe's arsenal. Rilo was formed in 2025 by Dhruv Jaglan and Georgi Boby, two classmates at IIT Bombay in India, and was an artificial intelligence workflow automation firm. The software giant purchased the startup.

This move comes as Adobe increases its focus on agentic AI and automated marketing processes. With the original goal of making AI-powered automation available outside of engineering departments, Rilo developed an AI automation platform that enables teams to construct and run processes using natural-language instructions.

Offerings of Rilo

With its help, customers could build what Rilo dubbed "AI employees" capable of carrying out tasks across several platforms. Within months of its introduction, the business had acquired finance at a stated valuation of $10 million and had surpassed 10,000 members. Peak XV Partners, DeVC, and Day Zero Ventures were among Rilo's backers. Its co-founder and CEO, Jaglan, made the announcement on LinkedIn, stating that Rilo would be joining Adobe to assist in bringing artificial intelligence to marketers at Fortune 500 companies. Co-founder Boby stated that the startup's foundation was the idea of expanding AI's reach beyond engineers.

He went on to say that the team will be able to pursue this aim more broadly by joining Adobe. The managing partner of Day Zero Ventures, Rahul Gupta, claimed that Rilo's workflow builder was revolutionary and might assist Adobe in enhancing customer experience and productivity. Artificial intelligence agents are being developed by startups to do a wide variety of jobs, including prospecting, social media marketing, LinkedIn outreach, Reddit marketing, campaign research, and social content.

Adobe Building Strong Presence in India

This is the second known acquisition in India by Adobe. In 2023, the business bought out Rephrase.ai, an AI-powered video editing startup. Amid competition from Canva and artificial intelligence (AI) companies like Anthropic and OpenAI, Adobe is aiming to bolster its position in marketing software with the acquisition of Rilo. With more and more businesses looking to automate complicated processes, marketing has become a hotbed for artificial intelligence (AI) experiments, with applications ranging from content production to personalised consumer experiences.

In April, Adobe introduced Adobe CX Enterprise, the company's new agentic AI system that covers the whole customer lifecycle. This includes acquisition, engagement, conversion, and loyalty. For marketing and go-to-market teams seeking to automate multi-step procedures, Rilo's workflow automation technology fits perfectly into that broader plan. Acquiring a business focused on having AI agents do more operational legwork brings the promise of agentic AI closer to that of a common marketing colleague, which is a big deal for Adobe. Anthropic has just released Claude for marketers, and other cutting-edge AI companies are also delving further into marketing use cases, so the acquisition comes at a time when competition in AI-powered marketing is heating up.