November 19, 2025 — Leads & Copy — Today, Adobe and Semrush Holdings, Inc. announced a definitive agreement for Adobe to acquire Semrush in an all-cash transaction for $12.00 per share, representing a total equity value of approximately $1.9 billion.
Semrush is recognized as a leading brand visibility platform, offering data-driven generative engine optimization (GEO) and search engine optimization (SEO) solutions designed to enhance brand visibility and audience reach.
Adobe is a customer experience orchestration leader in the agentic AI era, providing comprehensive solutions across content supply chain, customer engagement and brand visibility, enabling 99% of the Fortune 100 to use AI to transform their work.
According to the press release, brand visibility is a priority for Chief Marketing Officers as consumers increasingly rely on LLMs like ChatGPT and Google’s Gemini for information and purchase decisions. The integration of GEO and SEO capabilities becomes crucial for brands to maintain representation, discoverability, and trust across various channels as generative AI platforms evolve.
Semrush brings over a decade of SEO expertise and GEO capabilities to Adobe, helping brands enhance visibility and expand audience reach, addressing marketers’ needs to remain discoverable in AI search. In the most recent quarter, Semrush reported a 33% year-over-year Annual Recurring Revenue growth in its enterprise customer segment, gaining the trust of industry leaders such as Amazon, JPMorganChase and TikTok.
Adobe aims to solve brands’ challenges in embracing agentic AI through products like AEM, Adobe Analytics, and the newly introduced Adobe Brand Concierge. The acquisition of Semrush will provide marketers with a holistic view of brand appearance across owned channels, LLMs, traditional search, and the broader web.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, stated that generative AI is reshaping brand visibility, and brands must embrace this opportunity to avoid losing relevance and revenue. He added that Semrush will unlock GEO as a new growth channel, driving visibility, customer engagement, and conversions.
Bill Wagner, chief executive officer of Semrush, noted that the combination of Adobe and Semrush will provide marketers with increased insights and capabilities to enhance their discoverability across the evolving digital landscape.
Adobe Analytics data indicates a significant shift in consumer behavior, with traffic from generative AI sources to U.S. retail sites increasing by 1,200% year-over-year in October.
The transaction, approved by both Adobe and Semrush’s Boards of Directors, is expected to close in the first half of 2026, pending regulatory approvals and Semrush’s stockholder approval. Semrush’s founders and stockholders, representing over 75% of the voting power, have committed to voting in favor of the transaction.
Wachtell, Lipton, Rosen & Katz is serving as legal advisor to Adobe, while Centerview Partners LLC is the exclusive financial advisor and Davis Polk & Wardwell is the legal advisor to Semrush.
Additional information about the transaction can be found in Semrush’s proxy statement on Schedule 14A, which will be filed with the SEC. Investors and security holders are urged to read the proxy statement and other relevant documents for important information regarding the transaction.
Investors can access free copies of these documents on the SEC’s website and Semrush’s investor relations website, or by contacting Semrush via email at ir@semrush.com.
The press release also includes forward-looking statements regarding the expected timing, completion, and effects of the proposed transaction, which are subject to risks and uncertainties.
Contact:
ir@semrush.com
Source: Semrush
