Adobe acquires Rilo to automate marketing workflows with AI

adobe acquired india-based marketing intelligence startup rilo in a deal involving licensing and team acquisition. rilo's technology focuses on automating marketing workflows, which have been changing with the use of ai in tools for campaign creation, deployment, and tracking. the acquisition gives adobe a small team and technology to enhance its existing products, particularly for larger customers. rilo's co-founders are georgi boby and dhruv jaglan, who founded the company in 2025 and raised $1 million at a $10 million valuation. post-acquisition, rilo will shut down and won't be available to its customers.