Adobe Inc. (NASDAQ:ADBE) is strengthening its position in agentic artificial intelligence as the company looks to expand its marketing intelligence and workflow automation capabilities. The company had recently acquired Rilo, an India-based AI workflow automation startup, in a deal involving the licensing of Rilo's technology and the addition of its team.
The transaction gives Adobe access to technology designed to automate increasingly complex marketing workflows. The move comes as businesses accelerate their adoption of AI tools capable of not only generating content but also executing tasks with limited human intervention.
Rilo has developed AI agents capable of understanding plain-English instructions and executing multi-step marketing and go-to-market workflows. For Adobe, the technology could help expand its AI strategy beyond content generation toward AI agents that can act on behalf of marketers.
Rilo's technology could also enhance Adobe's existing marketing products as the company seeks to deepen its relationships with large enterprise customers.
Adobe could integrate Rilo's capabilities across its marketing ecosystem to automate activities such as competitor intelligence, sales call ***** ysis, marketing workflow execution, and content distribution.

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