Adobe has announced a definitive agreement to acquire Semrush in a $1.9 billion all-cash deal, aiming to strengthen its position in the rapidly evolving AI-driven search landscape. The boards of both companies have approved the transaction, which is expected to close in the first half of 2026 pending regulatory clearance and shareholder approval. Semrush founders and major shareholders, holding more than 75% voting power, have already committed their support.
The acquisition expands Adobe’s capabilities across customer experience, analytics, and AI-powered brand visibility, especially as consumers increasingly rely on large language models like ChatGPT and Google Gemini for recommendations. Semrush brings more than a decade of SEO expertise along with emerging GEO (Generative Engine Optimization) tools, helping brands stay discoverable across search engines and AI platforms.
Adobe says integrating Semrush with its existing products—such as Adobe Experience Manager, Adobe Analytics, and Brand Concierge—will give marketers a unified view of their online presence. Semrush’s enterprise ARR grew 33% year-over-year, and its clients include Amazon, JPMorganChase, and TikTok.
Executives from both companies said generative AI is transforming brand visibility, warning that organizations slow to adapt may lose relevance. Adobe also cited new analytics showing a 1,200% surge in traffic from generative AI sources to U.S. retail websites in October, underscoring the accelerating shift toward AI-assisted search.
