New Delhi, Sept. 4 -- Adobe has acquired Rilo, a martech startup backed by Peak XV Partners, for an undisclosed amount. Rilo was founded in 2025 by IIT Bombay alumni Dhruv Jaglan and Georgi Boby and built AI agents aimed at marketing and go-to-market teams.

The acquisition also marks Adobe's second purchase of an Indian technology startup. Adobe had acquired AI video startup Rephrase.ai in 2023.

The bigger change is taking place inside enterprise software. Generative AI initially entered business applications largely through assistants, search features, and content-generation tools. Agentic AI is pushing that model further by attempting to handle multiple steps of a business process rather than simply responding to a prompt.

Rilo was b...