Adobe has announced the acquisition of Semrush in an all-cash deal valued at $1.9 billion, or $12 per share. The agreement has been approved by both companies’ boards and is expected to close in the first half of 2026, subject to regulatory approvals and shareholder votes. Semrush founders and major shareholders, holding more than 75% of voting power, have pledged support for the deal.
Semrush is a leading platform for SEO, brand visibility, and generative engine optimization (GEO) tools. It helps marketers manage search visibility, audience reach, and performance across digital channels. Adobe said this acquisition strengthens its position in the growing AI-driven marketing space.
Adobe already provides tools for content creation, analytics, and customer engagement. Its products serve 99% of Fortune 100 companies, including Coca-Cola, IBM, and General Motors. The company believes combining Semrush with Adobe Analytics, Adobe Brand Concierge, and Adobe Experience Manager (AEM) will give marketers a complete view of their brand’s digital presence.
Generative AI is transforming how consumers search for information. Adobe highlighted data showing that traffic to U.S. retail websites from AI-driven sources grew 1,200% year-on-year in October. Adobe executives said this trend demonstrates the importance of brand visibility across AI platforms.
Semrush reported 33% year-on-year growth in its enterprise segment. Its major clients include Amazon, TikTok, and JPMorgan Chase. Adobe and Semrush leaders said the merger will provide stronger insights into customer behavior across generative AI and search-driven platforms.
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The acquisition aligns with Adobe’s goal to lead in customer experience solutions in the agentic AI era. With Semrush’s SEO and GEO capabilities, Adobe aims to help marketers stay competitive and maximize visibility in AI-powered search environments worldwide.
