In a major acquisition that will shift the balance of power in the digital experience and marketing world, Adobe has reached a definitive agreement to acquire online visibility management platform Semrush. According to the official announcement by the two companies, Adobe is acquiring Semrush in an all-cash transaction for $12 per share, for a total equity value of approximately $1.9 billion. This acquisition aims to enhance Adobe’s capabilities in content supply chain and customer engagement for brands, particularly in the age of artificial intelligence. Through this merger, Adobe plans to combine its existing portfolio, which serves 99% of Fortune 100 companies, with Semrush’s robust SEO (Search Engine Optimization) data.
A new era in digital marketing: Adobe and Semrush join forces
The primary strategic driver behind the acquisition is the changing user information-seeking habits and the rise of generative artificial intelligence. Consumers now use not only traditional search engines but also Large Language Models (LLMs) like ChatGPT and Google Gemini to find information, get advice, and make purchasing decisions. Adobe and Semrush will focus on the concept of GEO (Generative Engine Optimization) to help brands maintain visibility in this new era. According to Adobe Analytics data, traffic to US retail sites from generative AI sources increased by 1,200% in October compared to the previous year. This data demonstrates that brands should invest not only in traditional SEO but also in visibility in AI-based search results.
Anil Chakravarthy, Head of Adobe Digital Experience Business, stated that brand visibility is being reshaped by generative AI, and brands that fail to capitalize on this opportunity risk losing revenue and prominence. Semrush CEO Bill Wagner emphasized that with the advent of AI-powered search, it has become imperative for brands to understand how their customers interact in these new channels. Semrush has earned the trust of industry leaders like Amazon, JPMorgan Chase, and TikTok by posting 33% annual revenue growth in the enterprise segment in the last quarter. This merger will give marketers a holistic understanding of how their brands appear, both on their own channels and across AI models and the public web.
Looking at the financial details, the proposed price of $12 per share represents a 77.5% premium to Semrush’s closing price on Tuesday. Following this news, Semrush shares gained 55% before the market opened. Adobe’s shares had fallen 27% this year, and investors expected the company to bring its AI products to market faster. The transaction is expected to close in the first half of 2026, subject to obtaining the necessary regulatory approvals and approval from Semrush shareholders. Semrush’s founders and shareholders representing more than 75% of the voting power have already committed to voting in favor of the transaction. Adobe will be joined by Wachtell, Lipton, Rosen & Katz; Semrush is being advised by Centerview Partners LLC and Davis Polk & Wardwell.
As the future of digital marketing shifts from traditional search engines to AI chatbots, how do you think brands should shift their SEO strategies?
