Prime Highlights
- Adobe will acquire Semrush in a $1.9 billion all-cash deal to expand its capabilities in generative engine optimisation (GEO).
- The acquisition aims to help brands stay visible as consumer discovery shifts from traditional search to AI-driven platforms.
Key Facts
- Adobe will pay $12 per share, with the deal expected to close in the first half of 2026 pending regulatory and shareholder approvals.
- Semrush reported strong enterprise demand, including 33% ARR growth in its highest tier, and works with clients such as Amazon, TikTok, and JPMorgan Chase.
Background
Adobe will acquire Boston-based marketing platform Semrush in a $1.9 billion all-cash deal, marking one of its biggest moves yet into AI-driven brand discovery. The companies said that Adobe will pay $12 for each share. They expect to finish the deal in the first half of 2026 after regulators approve it and shareholders vote.
The move positions Adobe to expand its capabilities in generative engine optimisation (GEO), a fast-growing field that helps brands stay visible inside AI-generated search and recommendation systems. Adobe said Semrush’s decade-long expertise in SEO, combined with its evolving GEO tools, will be vital as marketers shift from traditional search to AI-led discovery.
Anil Chakravarthy, president of Adobe’s Digital Experience business, said generative AI is transforming how consumers find brands. “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” he said. Adobe noted that it works with 99% of Fortune 100 companies to integrate AI into business operations.
The deal comes as AI-driven traffic surges. Adobe Analytics reported a 1,200% year-on-year jump in visits to U.S. retail sites from generative AI tools in October, showing that product discovery is shifting beyond traditional blue links.
Semrush CEO Bill Wagner said joining Adobe will help marketers understand how customers interact across emerging channels powered by large language models like ChatGPT and Gemini. Semrush has seen strong enterprise demand, reporting 33% annual recurring revenue growth in its highest tier. Its clients include Amazon, TikTok, and JPMorgan Chase.
Adobe plans to integrate Semrush into its Experience Cloud suite, including Adobe Analytics, Adobe Experience Manager and Brand Concierge, to give marketers a full view of brand presence across digital platforms.
Semrush’s founders and major shareholders, who control more than 75% of voting power, have already agreed to support the acquisition.
