Adobe has signed a definitive agreement to acquire Semrush for $1.9 billion in an all-cash deal, the companies announced on November 19, 2025. The move aims to strengthen Adobe’s customer experience and brand visibility offerings as generative AI reshapes how consumers discover and engage with brands.
Under the agreement, Semrush shareholders will receive $12 per share. The Boston-based visibility platform, known for its Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) tools, will be integrated into Adobe’s Digital Experience business after regulatory and shareholder approvals.
The companies expect the deal to close in the first half of 2026. Adobe has already secured voting commitments from Semrush founders and other major shareholders representing more than 75% of the voting power.
Adobe said the acquisition comes at a critical moment, with LLMs like ChatGPT and Gemini emerging as new interfaces for product discovery. The company noted that brand visibility is becoming a priority for CMOs as consumers increasingly depend on AI platforms for recommendations and purchasing decisions.
Semrush, which recently reported 33% year-on-year ARR growth in its enterprise segment, provides GEO and SEO capabilities to help brands stay discoverable across AI search, traditional search and the broader web. Its customer base includes Amazon, JPMorganChase and TikTok.
Adobe said combining products like Adobe Experience Manager, Adobe Analytics and its new Brand Concierge with Semrush’s technology would give marketers a unified understanding of how their brands appear across channels and AI ecosystems.
“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, Adobe’s digital experience president. Semrush CEO Bill Wagner added that the merger will help marketers better understand customer engagement across emerging AI-driven touchpoints.
Adobe cited internal data showing that traffic from generative AI sources to US retail sites grew 1,200% year-on-year in October, underscoring the rapid shift in consumer behaviour.
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