Adobe has announced a $1.9 billion all-cash deal to acquire Semrush, a leading platform for brand visibility, SEO, and generative engine optimization.
As consumer search behavior shifts toward LLMs like ChatGPT and Gemini, Adobe is positioning itself to help brands stay discoverable across both traditional and AI-driven channels.
Semrush brings over a decade of SEO expertise and rapidly growing global capabilities, making it a natural fit for Adobe’s expanding suite of agent AI tools, which already power much of the Fortune 100.
With Adobe Experience Manager, Adobe Analytics, and the recently introduced Adobe Brand Concierge, Adobe has been building an end-to-end system for content supply chains, customer engagement, and brand intelligence.
Adding Semrush gives marketers the ability to see how their brand appears across the entire digital landscape, including AI search interfaces where consumer behavior is rapidly shifting.
Semrush’s strong enterprise momentum, including customers like Amazon, JPMorgan Chase, and TikTok, reinforces its role as a critical visibility engine for modern marketing teams.
Key Takeaways:
- Adobe is acquiring Semrush for $1.9 billion to expand its AI-powered brand visibility capabilities.
- The deal unifies SEO, GEO, and LLM search visibility across Adobe’s marketing ecosystem.
- Semrush strengthens Adobe’s position as brands adapt to generative AI becoming a primary discovery channel.
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