Adobe acquires Indian market intelligence startup Rilo

Adobe has acquired an India-based marketing intelligence startup in a deal that includes licensing and team acquisition, marking Adobe's second acquisition from India. The startup's technology focuses on automating marketing workflows, allowing teams to create custom workflows for competitor intelligence, content distribution, and sales analysis, which aligns with how companies are increasingly using AI to automate campaign creation and tracking. This acquisition is part of a broader trend where major tech companies are strengthening their marketing capabilities through acquisitions and AI-powered tools to serve larger customers and compete with rivals building similar marketing solutions.