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Adobe to Acquire Rilo to Automate Multi-Step Marketing Workflows

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Adobe will acquire Rilo to use AI agents that understand plain-English instructions and execute multi-step marketing workflows, including competitor intelligence, sales call analysis, workflow execution, and content distribution. The deal is meant to strengthen Adobe’s enterprise marketing offering as AI reshapes digital marketing, but investor concerns about ARR growth and AI monetization remain and competition from AI-native platforms is intensifying.

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