Adobe revealed a significant development in the digital experience industry with its plan to acquire Semrush, the well known platform for SEO and online visibility, in a deal valued at about 1.9 billion dollars. The agreement aims to bring Semrush’s search intelligence and GEO capabilities into Adobe Experience Cloud, including Adobe Experience Manager and Adobe Analytics.
The announcement comes during a time when customer behavior is shifting toward AI generated answers. People searching for recommendations, product details, and comparisons often rely on large language models such as ChatGPT and Google Gemini. This change puts new pressure on brands to understand how their information appears across both search engines and AI assisted platforms.
Adobe stated that adding Semrush strengthens its ability to help marketers, content teams, and enterprise organizations understand how their brand performs across the wider web. Semrush brings more than ten years of SEO data along with its GEO tools that track how content surfaces in AI generated responses.
Executives from both companies emphasized the need for stronger visibility as search habits continue to evolve. Adobe highlighted that traffic from generative AI sources to retail sites increased sharply over the past year, showing how quickly discovery habits are shifting.
Once the transaction is completed, Adobe plans to integrate Semrush into its Experience Cloud environment. This integration is expected to give enterprise teams a richer view of rankings, keyword signals, content performance, and AI search visibility. For companies using Adobe Experience Manager, the move supports better alignment between content creation, publishing, and real world search behavior.
The acquisition has been approved by the boards of both companies and is expected to close in the first half of 2026. Semrush founders and major investors representing more than seventy five percent of the voting power have already agreed to support the deal. The completion remains subject to regulatory review and final stockholder approval.
Industry analysts view this development as a sign of how major tech companies are preparing for an era where AI generated answers influence customer research. With Semrush joining Adobe, brands may gain more visibility into how they appear across search results, AI platforms, and owned digital channels.
For readers interested in how this acquisition affects AEM users, SEO teams, and AI search readiness, related coverage can be found on various tech platforms reporting on Adobe’s expanding digital experience strategy.