Adobe has acquired Indian AI automation startup Rilo, less than a year after it launched. The company was founded in September 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby.
Rilo set out to make complex automation accessible to non-technical users, letting them describe workflows in plain English while AI agents built and ran those workflows across hundreds of tools. The startup later sharpened its focus around what it called “AI employees” for marketing and go-to-market teams—agents capable of handling tasks like competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social content and campaign research. This positioning placed Rilo among the early competitors to Anthropic’s Claude Cowork.
The startup scaled quickly, crossing 10,000 users within months of launch and securing funding from Peak XV Partners and Z47/DeVC at a reported $10 million valuation.
Financial terms of the Adobe deal remain undisclosed.
The acquisition adds to Adobe’s recent string of AI-focused moves, following its completed acquisition of Semrush and its expanded global partnership with WPP to deliver integrated AI marketing solutions. Together, these moves signal Adobe’s push to embed AI-driven automation more deeply into marketing workflows-an area increasingly contested by both established software players and fast-moving startups.
For Rilo’s founders, the deal marks a swift exit for a startup barely a year old, underscoring how quickly AI-native tools built for marketing and go-to-market teams are being absorbed into larger platforms as big tech companies race to build out their own “AI employee” capabilities.
