Adobe has bolstered its marketing capabilities with the acquisition of India-based Rilo, a marketing intelligence startup that specializes in automating workflows for businesses. The deal, which involves licensing and team acquisition, marks Adobe's second move into the Indian market after acquiring Rephrase.ai last year.

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The terms of the deal were not disclosed The acquisition is expected to enhance Adobe's customer experience and productivity in its larger customer base.

Rilo's technology focused automating marketing

Rilo's technology focused on automating marketing workflows has been gaining traction among businesses, particularly those utilizing AI-powered tools to streamline campaign creation, deployment, and tracking. The startup's workflow builder product allowed teams to create custom workflows for tasks such as competitor intelligence, content repurposing, and sales call analysis.

Following the acquisition, Rilo will cease operations and its customers will no longer have access to its services. Adobe's CEO has expressed excitement about the acquisition, stating that Rilo's workflow builder product was "way ahead of the curve" and would be extremely valuable in enhancing customer experience and productivity.

Rilo's technology could also bolster Adobe's existing products as it targets its larger customers. The move comes as rivals such as Canva have strengthened their marketing portfolios through acquisitions and new launches, while Amazon, Google, and Meta have built their own AI-powered marketing rails.