Adobe has signed a definitive pact to buy Semrush for $12 per share, valuing the brand-visibility platform at $1.9 billion. The acquisition will extend Adobe’s marketing and analytics portfolio with Semrush’s capabilities in search-related visibility, generative engine optimization, and long-standing SEO tools. Adobe aims to offer a clearer view of how brands surface across company-owned channels, large-language-model interfaces, traditional search engines, and the broader web.
As noted by Anil Chakravarthy, President of Adobe’s Digital Experience unit, “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.”
Semrush brings more than a decade of expertise in online visibility, supported by strong enterprise ARR growth and adoption by companies such as Amazon and JPMorganChase. Semrush CEO Bill Wagner stated, “With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels. This combination provides marketers more insights and capabilities to increase their discoverability.” The boards of both firms have approved the deal, with closing expected in the first half of 2026 following regulatory and shareholder approvals.