Adobe is preparing to close a major deal worth $1.9 billion to acquire SEMRUSH, one of the world’s most popular SEO and digital marketing platforms. The announcement was made on November 19, 2025, reflecting Adobe’s strong push toward the future of AI-powered marketing.
The company confirmed that it will pay $12 per share for SEMRUSH. Based in Boston, SEMRUSH already works with top global brands including Amazon, JPMorgan Chase, and TikTok, helping them grow their online visibility and search performance.
The market reacted quickly after the news. Adobe’s stock price fell 2% to 318.11, while SEMRUSH shares rose 74% to 11.46, showing strong investor interest in the acquisition.
Why Adobe Wants SEMRUSH Now
Adobe said the acquisition will help both companies build a complete strategy for brand visibility across search engines, AI chatbots, large language models (LLMs), and the wider internet. With more people using AI tools instead of traditional search, businesses now need to optimize for Generative Engine Optimization (GEO) — a new approach where AI engines decide which content appears first.
SEMURSH has already invested heavily in this area. Recently, it launched a tool that tracks how websites perform across both traditional search engines and AI systems like ChatGPT, Claude, Copilot, Grok, and Perplexity. After the acquisition, SEMRUSH’s tools will be integrated into Adobe’s digital experience products such as Adobe Experience Manager, Adobe Analytics, and the newly launched Adobe Brand Concierge.
Adobe is one of the largest players in customer experience software, working with 99% of Fortune 100 companies, including brands like Coca-Cola, IBM, and General Motors. By adding SEMRUSH, Adobe aims to help companies stay visible as consumer behavior shifts from simple searches to AI-driven discovery.
Anil Chakravarthy, President of Adobe Digital Experience Business, said, “Brand visibility is being reshaped by generative AI. Companies that ignore this shift risk losing both relevance and revenue.”
He added that combining Adobe and SEMRUSH will help marketers drive more visibility, engagement, and conversions across every platform.
Adobe expects to complete the deal in the first half of 2026, once regulators and shareholders approve the transaction.
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