Adobe acquires Indian market intelligence startup Rilo
Adobe has acquired the Indian marketing intelligence startup Rilo to integrate its workflow automation technology into Adobe's existing product suite. The deal includes the acquisition of Rilo's six-member team and intellectual property, while the startup's standalone service will be discontinued.
Why it matters
This acquisition underscores Adobe's ongoing strategy to incorporate AI-driven workflow automation to enhance its enterprise marketing tools.
Adobe has acquired India-based marketing intelligence startup Rilo in a deal involving licensing and team acquisition, TechCrunch learned and the company confirmed. This is Adobe’s second acquisition from India after it bought video platform Rephrase.ai in 2023 . The companies didn’t disclose the deal’s terms.
Beyond confirming the deal, Adobe declined to comment.
The acquisition gives Adobe a small team and technology focused on automating marketing workflows, which have been changing as companies use AI to build tools to automate the creation, deployment, and tracking of campaigns, get action items from meetings or calls to complete tasks, and increase brand visibility on platforms like ChatGPT, Gemini, and Claude. Rilo’s technology could bolster Adobe’s existing products as the company targets its larger customers.
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