November 19, 2025: Adobe and Semrush Holdings, Inc. have announced a definitive agreement under which Adobe will acquire Semrush in an all-cash transaction valued at approximately $1.9 billion. Under the deal, Adobe will purchase Semrush for $12.00 per share, bringing together Adobe’s digital experience expertise with Semrush’s brand visibility and search optimization capabilities.
The acquisition comes as marketers adapt to the rapid rise of generative AI platforms and large language models (LLMs), which are becoming influential channels for consumer search, recommendations and purchase decisions. Adobe noted that as these AI systems increasingly shape customer interactions, brands must strengthen both their traditional search engine optimization (SEO) efforts and emerging generative engine optimization (GEO) strategies to remain discoverable.
Semrush, a long-established provider of SEO tools, has expanded its capabilities to help brands understand and improve how they appear across AI-driven search experiences. The company has seen strong enterprise momentum, reporting 33% year-over-year Annual Recurring Revenue growth, with clients including Amazon, JPMorgan Chase and TikTok.
Adobe said integrating Semrush will enhance its existing solutions such as Adobe Experience Manager, Adobe Analytics and the recently launched Adobe Brand Concierge. Together, the companies aim to provide marketers with a comprehensive view of brand performance across owned channels, traditional search engines, LLMs and the broader digital landscape.
“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. Semrush CEO Bill Wagner added that the combined capabilities will help marketers understand customer engagement across evolving channels powered by AI technologies. The boards of both companies have approved the transaction, which is expected to close in the first half of 2026, subject to regulatory approvals and approval from Semrush stockholders. Semrush founders and several major stockholders, representing more than 75% voting power, have committed to vote in favor of the deal.
