Adobe buys SEO firm Semrush to boost AI-powered marketing
Semrush, a leading SEO and brand-visibility platform, is being acquired by Adobe in a US$1.9 billion deal, as the company aims to strengthen its generative AI marketing offerings.
Adobe and Semrush have agreed on a definitive all-cash transaction in which Adobe will acquire Semrush for US$12 per share, valuing the deal at approximately US$1.9 billion.
The acquisition is driven by Adobe’s ambition to deepen its presence in the generative AI marketing space. Semrush’s tools, including SEO, social-media analysis and generative-engine optimisation (GEO), will be integrated into Adobe’s Experience Manager, Analytics and its recently launched Brand Concierge.
According to Adobe, the growing use of large language models (LLMs) such as ChatGPT and Google Gemini is reshaping how consumers search, and brands need new strategies to be visible in both traditional search and AI-driven channels.
Semrush’s decade of SEO data, combined with its GEO expertise, provides Adobe with a roadmap to help marketers maintain discoverability across web and generative platforms.
The board of directors at both companies has approved the transaction. The deal is expected to close in the first half of 2026, subject to regulatory approvals and the consent of Semrush’s shareholders.
From a digital economy and policy perspective, this move highlights how major software firms are consolidating SEO intelligence with AI-driven customer engagement tools. It raises important questions about data consolidation, competition in marketing technology, and how generative AI will influence brand strategy in the future.
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