USA – Adobe has entered into a definitive agreement to acquire Semrush Holdings, Inc., the operator of the Semrush brand visibility platform, in an all-cash transaction valued at $12 per share, representing a total equity value of approximately $1.9 billion.
The acquisition will combine Adobe and Semrush’s tools to give marketers a clearer picture of how their brands appear across websites, search engines, large language models (LLMs) such as ChatGPT and Google Gemini, and other digital channels.
Adobe’s suite, including Adobe Experience Manager (AEM), Adobe Analytics, and the newly launched Adobe Brand Concierge, helps brands manage content, customer engagement, and overall brand visibility. Its AI solutions are already used by 99% of the Fortune 100, including Coca-Cola, General Motors, and IBM, to streamline marketing and operations.
Meanwhile, Semrush brings more than a decade of SEO expertise and its generative engine optimisation (GEO) platform, helping brands improve visibility and reach across digital channels. In its most recent quarter, Semrush reported 33% year-over-year growth in enterprise annual recurring revenue and counts clients such as Amazon, JPMorgan Chase, and TikTok.
The deal comes as brand visibility becomes increasingly critical for marketers. With consumers relying more on AI-powered platforms for recommendations and search, companies that combine SEO with GEO are better positioned to remain discoverable and trusted across channels.
“Adobe is an industry leader in helping marketers create personalised 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,” he added.
The transaction has been approved by the boards of both companies and is expected to close in the first half of 2026, pending regulatory approvals and customary closing conditions. Semrush’s founders and other stockholders representing over 75% of voting power have already committed to support the acquisition.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, said, “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue. 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.”
