Adobe has acquired India-based marketing intelligence startup Rilo through an agreement covering licensing and team acquisition, although financial terms were not disclosed. The transaction is Adobe’s second acquisition from India, following its purchase of video platform Rephrase.ai in 2023. Rilo’s technology automates marketing workflows including competitor intelligence, content repurposing and distribution, and sales call analysis, and could strengthen Adobe’s products for larger customers. Founded by IIT batchmates Georgi Boby and Dhruv Jaglan in 2025, Rilo raised $1 million from PeakXV, DeVC and Day Zero Ventures at a $10 million valuation. Adobe will integrate some of Rilo’s intellectual property and its six-member team, while Rilo will shut down and cease serving customers. The acquisition follows Adobe’s $1.9 billion purchase of SEO optimization company Semrush last year, as Canva, Amazon, Google and Meta also expand their marketing offerings and AI-powered infrastructure.