Adobe has announced it will acquire Semrush, a brand visibility platform, in an all-cash transaction of approximately $1.9 billion.
Adobe, a creative solutions suite for customer engagement and brand visibility sees Semrush as a powerful partner for through its data-driven generative engine optimization (GEO) and search engine optimization (SEO) solutions.
Adobe already works with 99% of the Fortune 100, including The Coca-Cola Company, General Motors and IBM, to use AI to transform the way they work.
“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” said Anil Chakravarthy, president of Adobe’s Digital Experience Business. “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.”
Brand visibility is top of mind for Chief Marketing Officers 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, organizations 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 ten years of SEO expertise, Semrush helps brands enhance their brand visibility and expand audience reach. With products like AEM, Adobe Analytics and the newly introduced Adobe Brand Concierge, Adobe is solving major pain points for brands embracing agentic AI.
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.
“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,” said Bill Wagner, chief executive officer of Semrush. “This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”
Generative AI platforms are already driving shifts in consumer behavior. New data from Adobe Analytics showed that traffic from generative AI sources to U.S. retail sites increased by 1,200% year-over-year in October.
The transaction is expected to close in the first half of 2026, subject to the receipt of required regulatory approvals.