Adobe has entered into a definitive agreement to acquire SEMrush $1.9 billion As part of an all-cash deal, the companies announced on November 19, 2025 that this was the case Acquisition of SEMrush by Adobe aims to improve Adobe’s customer experience and brand visibility and enable the company to remain at the forefront as a generative AI transforms how consumers interact with brands.
Adobe’s acquisition of SEMrush will strengthen Adobe’s AI strategy
SEMrush, a leading platform for Search engine optimization (SEO) And Generative engine optimization (GEO)will be integrated into Adobe’s Digital Experience business upon receipt of regulatory and shareholder approval. SEMrush’s expertise in helping brands improve discoverability in both AI-driven and traditional search will be a complement Adobe’s digital tools.
Here are the most important details about it Adobe acquisition:
- Purchase value: $1.9 billion in an all-cash transaction.
- Semrush shareholders: Receives $12 per share.
- Deadline: Expected to be in the first half of 2026.
- Voting obligations: Over 75% of voting rights are secured by Semrush’s founders and major shareholders.
The acquisition comes at a critical time for generative AI technologies ChatGPT And Gemini are quickly becoming the new benchmark for product discovery and consumer engagement. As AI-driven platforms As they increasingly influence purchasing decisions, brand visibility is becoming a priority for chief marketing officers (CMOs).
Semrush’s SEO and GEO tools help brands stay both in traditional search and visible AI-powered ecosystems. With customers like Amazon, JPMorganChase, and TikTok, Semrush experienced impressive growth, reporting a 33% year-over-year increase in its enterprise segment’s annual recurring revenue (ARR).
This Adobe acquisition plans to combine SEMrush’s tools with its existing products, such as: Adobe Experience Manager And Adobe Analyticsto provide marketers with a comprehensive view of their brands’ performance across AI and other channels.
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Anil Chakravarthy, Adobe’s digital experience president, emphasized: “Brands that don’t embrace the changes that generative AI brings risk losing relevance.” Bill Wagner, CEO of SEMrush, noted that the acquisition will help marketers better manage customer engagement in the age of AI-driven touchpoints.
With internal data showing traffic from generative AI sources Traffic to U.S. retail sites increased 1,200% in October. This move highlights the growing importance of AI in shaping consumer behavior.
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