Adobe to acquire Semrush for $1.9 Billion deal

Adobe announced its intent to acquire Semrush Holdings, Inc. for $1.9 billion—enabling Adobe to boost its generative AI capabilities.

Together, Adobe and Semrush will deliver a comprehensive solution that gives marketers a holistic understanding of how their brands appear across owned channels, LLMs, traditional search and the wider web, according to the companies.

Bringing its GEO capabilities and more than ten years of SEO expertise, Semrush helps brands enhance their brand visibility and expand audience reach. Semrush’s solutions address a growing, essential need for marketers: remaining discoverable in AI search.

As marketers increasingly turn to their SEO teams and partners to drive their generative AI marketing strategies, Semrush provides powerful solutions to deliver brand visibility and relevance, the company said.

With products such as AEM, Adobe Analytics, and the newly introduced Adobe Brand Concierge, Adobe is solving major pain points for brands embracing agentic AI.

“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.”

Generative AI platforms are already driving shifts in consumer behavior. New data from Adobe Analytics showed that traffic from generative AI sources to U.S. retail sites increased by 1,200% year-over-year in October.

“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.”

The transaction has been approved by the Board of Directors of both Adobe and Semrush. The transaction is expected to close in the first half of 2026, subject to the receipt of required regulatory approvals and the satisfaction of other customary closing conditions, including the approval of Semrush’s stockholders.

Adobe has received commitments to vote in favor of the transaction from Semrush’s founders and other stockholders representing over 75% of the voting power of Semrush.

For more information about this news, visit www.adobe.com.