Adobe to acquire Semrush in $1.9 billion deal

Adobe has reached a definitive agreement to acquire Semrush in an all-cash transaction valued at approximately 1.9 billion dollars. The deal positions Semrush’s brand visibility and optimization capabilities at the centre of Adobe’s efforts to support marketers navigating shifting discovery behaviours in an AI-driven landscape.

Under the agreement, Adobe will purchase Semrush for 12 dollars per share. Semrush brings a decade of expertise in search engine optimization and generative engine optimization, strengthening Adobe’s portfolio at a time when marketers face growing pressure to remain visible across both traditional and AI-enabled search environments.

Addressing shifts in brand discovery

Anil Chakravarthy, President of Digital Experience Business, Adobe: “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this opportunity risk losing relevance and revenue. With Semrush, we’re unlocking GEO for marketers as a growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”

As consumers increasingly turn to large language models for recommendations and information, visibility in AI-driven environments has become a top concern for chief marketing officers. Adobe supports the vast majority of Fortune 100 companies with tools that help manage customer engagement and content workflows, and the integration of Semrush aims to extend that support to brand visibility across owned channels, search engines and AI interfaces.

Strengthening Adobe’s marketing ecosystem

Bill Wagner, Chief Executive Officer, Semrush: “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 channels. This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”

Semrush has seen strong enterprise momentum, reporting 33 percent year-over-year growth in annual recurring revenue in its enterprise segment and serving clients such as Amazon, JPMorgan Chase and TikTok. Its solutions address the rising need among marketers to remain discoverable as AI reshapes how users explore and evaluate brands.

Responding to accelerating behavioural change

Adobe Analytics data indicates rapid shifts in consumer behaviour, with traffic from generative AI sources to United States retail sites rising by 1,200 percent year-over-year in October. Adobe expects the addition of Semrush to help marketers better understand how their brands appear across the wider web, traditional search and emerging AI-driven channels.

www.adobe.com

www.semrush.com

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