Adobe on 3 September 2026 confirmed the all-cash acquisition of Bengaluru-based Rilo, an agentic AI startup that builds natural-language workflows for enterprise marketers. Financial terms were not disclosed. It is Adobe’s second India acquisition after generative-video company Rephrase.ai in 2023 and its most direct move yet to bolt agentic AI onto the Adobe Experience Cloud stack.
What Rilo Sells
Rilo was founded in 2025 by IIT Bombay batchmates Georgi Boby and Dhruv Jaglan and raised $1 million in seed funding from Peak XV Partners, DeVC and Day Zero Ventures. The platform lets go-to-market teams describe a desired outcome in plain English — say, competitive tracking, LinkedIn prospecting, Reddit outreach or campaign research — and spins up AI agents that execute the workflow end-to-end. Within months of launch the product passed 10,000 users. Jaglan said on LinkedIn the team is joining Adobe “to help bring AI to Fortune 500 marketers.”
Why Adobe Is Paying Up
Adobe already launched its own agentic layer, Adobe CX Enterprise, in April 2026 to orchestrate acquisition, engagement, conversion and loyalty across Experience Cloud. Rilo plugs directly into that ambition and comes in as competition intensifies: Canva is aggressively adding AI, while frontier labs such as Anthropic and OpenAI are moving deeper into marketing automation. Buying Rilo gives Adobe a battle-tested agent runtime and a team that shipped a product to five figures of users in under a year.
India’s Second Adobe Exit
The Rilo deal underlines Adobe’s pattern of picking off nimble Indian AI teams to accelerate strategic pushes rather than build in-house. Rephrase.ai brought synthetic-video generation into Adobe’s creative stack in 2023, and Rilo now brings agentic workflow orchestration into Adobe’s marketing stack. The transaction lands the same week OpenAI plugged ChatGPT Health into Epic and Adobe’s frontier-AI peers spent heavily on enterprise distribution — including Broadcom’s record Q3 AI chip haul and Wafer’s $40 million Series A.
Reporting based on coverage from YourStory, Channel iam and Business Standard.