Adobe completes Semrush acquisition

Adobe has completed its acquisition of Semrush, strengthening its capabilities in brand visibility as AI-driven interfaces and agents reshape how consumers discover and engage with businesses.

The deal expands Adobe’s offering for marketers seeking to improve discoverability and conversion across search engines, large language models and other AI-powered environments.

Adobe advances AI-driven customer experience strategy

The acquisition aligns with Adobe’s broader push into customer experience orchestration, including the introduction of Adobe CX Enterprise, an end-to-end system designed to integrate content, data and workflows through AI agents.

The platform brings together tools such as Adobe Experience Manager, Adobe Experience Platform and Adobe Commerce, enabling businesses to deliver personalised experiences at scale while managing fragmented data systems. With the addition of Semrush, Adobe aims to enhance visibility insights across both owned and external digital channels.

Focus on brand visibility in AI-driven discovery

Adobe cited growing demand for improved brand visibility as AI becomes a central part of digital discovery. Company data indicates that AI-driven traffic to US retail sites increased by 269 percent year over year in March 2026, highlighting a shift in how consumers evaluate brands.

By integrating Semrush’s capabilities, Adobe is extending its support for search engine optimisation, generative engine optimisation and agentic search optimisation, helping marketers adapt to evolving search behaviours and AI-led interactions.

Combined platforms aim to unify marketing workflows

The integration will combine Semrush’s discoverability data with Adobe’s broader ecosystem, including tools for content creation, engagement and analytics. This approach is intended to provide marketers with a more complete view of how their brands appear across digital touchpoints, from search results to conversational AI interfaces.

Anil Chakravarthy President, Customer Experience Orchestration Business, Adobe: "The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren't optimizing for that world today will find themselves invisible tomorrow. Together with Semrush’s leading SEO platform and agentic search intelligence, Adobe will empower our customers with an even more powerful solution: the full picture of how their brands show up to consumers, from discoverability in search engines and LLMs to content creation, customer engagement and conversion, all in one integrated system at scale."

Bill Wagner CEO, Semrush: "Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today. By joining Adobe, we see an incredible opportunity to build the definitive platform for brand visibility in an AI-driven world, helping marketers ensure their brands are found, trusted and chosen at every touchpoint."

Integration targets AI-led marketing shift

The move reflects a broader shift in customer engagement, as consumers increasingly rely on conversational AI and automated agents to inform purchasing decisions. This transition is driving demand for content strategies that address both human audiences and AI systems.

Adobe stated that Semrush customers will continue to see product development and expanded capabilities as the two platforms are integrated, with a focus on supporting marketers navigating AI-driven discovery and engagement.

www.adobe.com

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