Adobe has acquired Indian marketing intelligence startup Lyro. TechCrunch reported on Tuesday that the deal is structured to include licenses and the team, but detailed terms were not disclosed.

The acquisition gives Adobe marketing workflow automation technology and the related team.

Lyro has developed custom workflows for go-to-market organizations. It has supported competitive intelligence gathering, content repurposing and distribution, and sales call analysis. It also offers a custom workflow-building function similar to Claude for Work and ChatGPT Work.

Lyro’s technology uses AI to automate campaign creation, distribution and performance tracking. It also supports extracting action items from meetings or calls and linking them to tasks. It is also used for work to increase brand visibility on platforms such as ChatGPT, Gemini and Claude.

Lyro’s service will shut down after the acquisition, and existing customers will no longer be able to use it.

Adobe only confirmed the acquisition and made no additional comment. Part of Lyro’s intellectual property and its six-person team are set to be integrated into Adobe products.

Adobe acquired video platform Rephrase.ai in 2023. Last year, it bought SEO optimisation company Semrush for $1.9 billion. Canva has also expanded its marketing portfolio through acquisitions and new product launches, and Amazon, Google and Meta have built their own AI-based marketing systems.