Image source: Adobe
Adobe is set to acquire digital marketing platform Semrush in a deal valued at roughly $1.9 billion. In its Wednesday announcement, Adobe said the move will strengthen both companies’ ability to provide marketers with a clearer, more comprehensive view of how their brands perform and appear across the web.
This acquisition expands Adobe’s already robust lineup of marketing solutions, which enable businesses to run digital campaigns and track online engagement. The company has also been steadily integrating AI into its marketing ecosystem, from tools that help brands generate ad creatives to, more recently, an AI-powered agent designed to assist with brainstorming social media campaign ideas.
“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” said Anil Chakravarthy, president of Adobe’s Digital Experience Business. “With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”
Adobe positions itself as a key player in customer experience orchestration in the agentic AI era, offering tools that cover the content supply chain, customer engagement and brand visibility. The company reports that 99% of Fortune 100 firms, including The Coca-Cola Company, General Motors and IBM, use its AI-driven solutions to support and enhance their operations.
Semrush brings over a decade of SEO and GEO expertise, helping brands boost visibility and stay discoverable in an era where AI search is reshaping marketing. The company has become a key partner for marketers developing generative AI strategies and recently reported 33% year-over-year growth in enterprise ARR, with clients like Amazon, JPMorgan Chase and TikTok.
“Adobe is an industry leader in helping marketers create personalized customer experiences at scale. With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels,” said Bill Wagner, chief executive officer of Semrush. “This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”
Adobe, through tools such as AEM, Adobe Analytics and its new Brand Concierge, is addressing the challenges brands face as they adopt agentic AI. By combining forces, Adobe and Semrush aim to offer marketers a complete view of their brand’s presence across owned platforms, traditional search, LLMs and the broader web.
In 2023, Adobe abandoned its planned $20 billion acquisition of design platform Figma after regulators in the UK and EU raised concerns. The Semrush acquisition is now projected to close in the first half of 2026, pending regulatory review and approval from Semrush shareholders.
