Technology and Science02 September, 20262 min read
Adobe Acquires Indian AI Automation Startup Rilo Founded By Dhruv Jaglan And Georgi Boby
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Adobe acquired Rilo, an India-based AI automation startup founded in 2025 by Dhruv Jaglan and Georgi Boby. Deal includes licensing Rilo's technology and integrating its six-person team into Adobe.
6 outlets told this the same way.
Adobe buys Rilo
Adobe has acquired Indian AI automation startup Rilo as the software major expands its focus on agentic marketing and AI-powered automation, with the financial terms of the transaction not disclosed. Rilo was founded in September 2025 by IIT Bombay graduates Dhruv Jaglan and Georgi Boby, and the startup enables non-technical users and prosumers to describe complex workflows in plain English so AI agents can build and execute them across hundreds of tools. The acquisition is Adobe’s second known purchase of an Indian company after its acquisition of generative AI video startup Rephrase.ai in 2023, and it comes as competition intensifies around AI-powered marketing and workflow automation.
Rilo developed automation capabilities for tasks including competitive intelligence, prospecting, LinkedIn outreach, Reddit marketing, social media content and campaign research, and the platform attracted more than 10,000 users within months of its launch. TechCrunch reported that the deal involved licensing and team acquisition, and that post-acquisition Rilo will shut down and won’t be available to its customers.
Investors and founders react
Day Zero Ventures managing partner Rahul Gupta said Rilo’s workflow builder was "way ahead of the curve" and could help Adobe enhance customer experience and productivity. In a LinkedIn post, cofounder Dhruv Jaglan wrote, "Beyond excited to announce that Rilo is joining Adobe to help bring AI to Fortune 500 marketers." Inc42 reported that existing clients will no longer be able to access Rilo’s platform, which will shut down post acquisition, and that its team will be integrated into Adobe.
TechCrunch said a source told it that investors will get an exit from this deal, while Adobe will integrate some of Rilo’s IP along with the six-member team. GuruFocus added that Rilo brings intellectual property and a six-member team to Adobe, and it said Adobe shares declined 1.1% on Wednesday after the acquisition announcement.
What changes next
GuruFocus framed the Rilo acquisition as part of Adobe’s broader marketing push, noting it follows Adobe’s recent $1.9 billion purchase of Semrush and aims to bolster Adobe’s marketing analytics capabilities. GuruFocus also said Adobe’s market capitalization stands at $111.83 billion and that its GF Value™ metric put Adobe at $593.98 versus a current share price of $281.33, implying a margin of safety of approximately 52.6%. The Guardian reported that Rilo’s acquisition adds to European brands’ scrutiny of supply chain oversight, but it also tied the deal to Adobe’s marketing analytics and AI-powered automation direction.
Meanwhile, citybiz said the transaction includes intellectual property licensing and the addition of the startup’s six-person team, and it reported that Adobe confirmed the development to TechCrunch but provided few additional details about how Rilo’s technology will be incorporated. Entrackr said Rilo will shut down its platform and its products will no longer be available to existing customers, and it described the acquisition as Adobe’s second acquisition from India after Rephrase.ai in 2023.