Adobe Buys AI Startup Rilo To Bring Agents Into Enterprise Workflows
Adobe has acquired Rilo, a martech startup backed by Peak XV Partners, for an undisclosed amount. Rilo was founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby and built AI agents aimed at marketing and go-to-market teams.
The acquisition also marks Adobe’s second purchase of an Indian technology startup. Adobe had acquired AI video startup Rephrase.ai in 2023.
From AI Features To Complete Workflows
The bigger change is taking place inside enterprise software. Generative AI initially entered business applications largely through assistants, search features, and content-generation tools. Agentic AI is pushing that model further by attempting to handle multiple steps of a business process rather than simply responding to a prompt.
Rilo was built around that idea. Its platform allowed marketing and go-to-market teams to describe workflows in plain English and have AI agents execute them. The use cases shared by the company included competitor intelligence, social...
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