Adobe announced it has entered an agreement to acquire Semrush for $1.9 billion in cash, strengthening its marketing technology portfolio as search behavior shifts toward AI-driven discovery. The deal values Semrush at $12 per share, nearly double its previous closing price and significantly above its roughly $1 billion market capitalization.
The acquisition reflects Adobe’s belief that brands will increasingly prioritize visibility within AI chatbots, agents, and AI-powered browsers as consumers rely on generative tools for news, shopping, and travel planning. Adobe cited internal analytics showing a 1,200% increase in retail website traffic from generative AI chatbots over the past year.
Semrush has recently advanced its “generative engine optimization” technology, enabling businesses to optimize content for both traditional search engines and AI platforms such as ChatGPT, Claude, Copilot, Grok, and Perplexity. Adobe Digital Experience president Anil Chakravarthy said the integration will position Semrush’s GEO capabilities as a new growth channel for marketers, enhancing brand visibility, engagement, and conversions across digital ecosystems.
