Adobe has announced plans to acquire Semrush Holdings in a deal valued at approximately $1.9 billion, marking one of the company’s most significant moves to expand its marketing, analytics, and brand-visibility capabilities in the era of agentic AI. Under the terms of the agreement, Adobe will purchase Semrush for $12.00 per share in cash.
The acquisition is designed to strengthen Adobe’s position as a leader in customer experience orchestration, as brands face growing complexity as consumers increasingly rely on large language models for recommendations, product discovery, and purchasing decisions. Adobe currently enables 99 percent of the Fortune 100 to apply AI across workflows, supported by flagship solutions such as Adobe Experience Manager, Adobe Analytics, and the newly launched Adobe Brand Concierge.
With Semrush becoming part of Adobe’s Digital Experience business, the combined platform is expected to provide marketers with an integrated solution for understanding how their brands perform across owned channels, traditional search platforms, generative AI interfaces, and the broader web. Semrush brings more than a decade of SEO expertise, along with generative SEO capabilities built for brands seeking visibility in AI-driven search environments. The company reported 33 percent year-over-year Annual Recurring Revenue growth in its latest quarter within its enterprise segment, serving organizations including Amazon, JPMorgan Chas,e and TikTok.
Adobe stated that the modern marketing landscape requires tools that keep brands discoverable and relevant as LLMs emerge as a new interface between customers and businesses. Both companies emphasized that GEO and SEO are becoming parallel growth channels for organizations aiming to remain competitive as digital discovery rapidly evolves.
According to Adobe, the acquisition will not only enhance its existing Digital Experience products but also enable marketers to gain deeper insights into customer engagement paths across AI and traditional platforms. Semrush’s data infrastructure, SEO tools, and GEO capabilities are expected to reinforce Adobe’s commitment to supporting enterprise marketing teams with intelligence, visibility, and performance solutions.
The transaction has been approved by the boards of both companies and is expected to close in the first half of 2026, pending regulatory reviews, stockholder approval, and customary closing conditions. Semrush’s founders and major stockholders representing more than 75 percent of the company’s voting power have agreed to vote in favor of the deal.
Advisors/support: Advisors for the transaction include Wachtell, Lipton, Rosen & Katz serving as Adobe’s legal advisor, while Semrush is being advised by Centerview Partners as financial advisor and Davis Polk & Wardwell as legal counsel.
KEY QUOTES
“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue.”
“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.”
Anil Chakravarthy, President, Adobe Digital Experience Business
“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.”
“This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”
Bill Wagner, Chief Executive Officer, Semrush
