Adobe has quietly picked up another Indian startup, this time scooping up market intelligence firm Rilo in a deal that marks the software giant's second acquisition out of India since 2023. The move, first reported by TechCrunch, signals Adobe's continued appetite for AI-driven tools built by Indian founders as it races to embed smarter data and automation features across its Creative Cloud and Experience Cloud products.
Adobe just made another quiet bet on Indian AI talent. The company has acquired Rilo, a Bengaluru-born market intelligence startup, in a deal reported first by TechCrunch on Wednesday. Terms of the transaction weren't disclosed, which is fairly standard for a deal this size, but the timing and target say a lot about where Adobe thinks its next competitive edge lies.
This isn't Adobe's first rodeo in India. Back in 2023, the company snapped up Rephrase.ai, an AI-powered video generation startup that helped Adobe beef up its synthetic media capabilities at a moment when generative video was just starting to heat up. Rilo follows a similar playbook: buy a smaller, focused team that's already solved a hard problem, rather than spend years building it internally. "Adobe's approach to India has been consistent, find companies solving narrow but painful problems with AI, and bring them in before competitors even notice," is how one industry watcher described the pattern to TechCrunch.
Rilo itself had built a name for itself in market intelligence, the kind of data-crunching software that helps brands and marketers figure out what's happening in their category before a competitor beats them to a headline. That's a natural fit for Adobe's Experience Cloud business, which has been under pressure to prove it can compete with the likes of Salesforce and HubSpot on real-time customer and market data, not just content creation tools.
Peak XV Partners, the venture firm formerly known as Sequoia India, is among the investors with ties to Rilo, according to details surfaced around the deal. Peak XV has been one of the most active backers of India's AI startup scene over the past few years, and an Adobe acquisition gives the firm a clean exit story to point to as it raises new funds. For India's broader startup ecosystem, deals like this matter more than the headline dollar figure might suggest. Every time a US tech giant buys an Indian AI company, it reinforces the narrative that Bengaluru and Hyderabad aren't just outsourcing hubs anymore, they're actually producing IP that global companies want to own outright.
The bigger picture here is Adobe's ongoing scramble to stay relevant in an AI arms race that's moving faster than any single company's R&D roadmap. Adobe has leaned hard on its own Firefly generative AI models, but building every adjacent capability from scratch, whether it's video synthesis or market intelligence, simply isn't realistic anymore. Acquiring Rilo lets Adobe fold in a working product and a team that already understands the problem space, rather than spending 18 months prototyping something similar internally.
It's also a signal to rivals. Salesforce, Microsoft, and Google have all been making similar smaller, targeted AI acquisitions rather than chasing one giant moonshot deal. The Rilo purchase fits that pattern, small enough to close quickly and integrate fast, but strategically placed to plug a specific gap in Adobe's marketing and analytics offering.
What happens next will depend on how quickly Adobe can integrate Rilo's technology into its existing product lines. Past pickups like Rephrase.ai took time to show up meaningfully in Adobe's shipped products, and there's no reason to expect Rilo will move faster. Still, for founders and investors watching India's AI startup scene, this is another data point suggesting that building something genuinely useful, even in a narrow niche like market intelligence, can still end with a phone call from Silicon Valley.
For Adobe, the Rilo acquisition is less about a single flashy feature and more about quietly filling gaps in its AI arsenal before rivals do. For India's startup scene, it's fresh proof that global tech giants are willing to write checks for narrow, well-executed AI products built outside Silicon Valley. And for the rest of the industry, it's another reminder that the AI land grab is happening one small, strategic acquisition at a time, not just through billion-dollar mega-deals.
