Adobe has reached an agreement to acquire Semrush, a leading brand visibility platform, in an all-cash transaction for US$12.00 per share, representing a total equity value of approximately US$1.9 billion.
Semrush is well known globally for its data-driven generative engine optimisation (GEO) and search engine optimisation (SEO) solutions.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, said: “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.”
Bill Wagner, chief executive officer of Semrush, added: “Adobe is an industry leader in helping marketers create personalised 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.”
Adobe is leading customer experience orchestration in the agentic AI era with comprehensive solutions spanning content supply chain, customer engagement and brand visibility. Adobe enables 99 per cent of the Fortune 100, including companies like Coca-Cola, General Motors and IBM, to use AI to transform the way they work.
Brand visibility is top of mind for marketers as consumers increasingly turn to LLMs, such as ChatGPT and Google’s Gemini, for information, recommendations and purchase decisions. As generative AI platforms become a new interface between customers and brands, organisations that invest in GEO alongside their SEO capabilities are poised to keep their brands represented, discovered and trusted across owned and earned channels.
Bringing its GEO capabilities and more than 10 years of SEO expertise, Semrush helps brands enhance their brand visibility and expand audience reach and its solutions address a growing, essential need for marketers: remaining discoverable in AI search.
In its most recent quarter, Semrush drove 33 per cent year-over-year Annual Recurring Revenue growth in its enterprise customer segment, earning the trust of industry leaders like Amazon, JPMorgan Chase and TikTok.
With products like AEM, Adobe Analytics and the newly introduced Adobe Brand Concierge, Adobe is solving major pain points for brands embracing agentic AI. 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.
The transaction, approved by the Board of Directors of both Adobe and Semrush, is expected to close in the first half of 2026, subject to regulatory approvals and the satisfaction of closing conditions.
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