Adobe Acquires Semrush for $1.9 Billion to Boost Generative AI Marketing Capabilities

Adobe has announced a $1.9 billion cash acquisition of Semrush, a MOVE aimed at enhancing its generative AI marketing tools. The deal, priced at $12 per share, represents a 77.5% premium over Semrush's recent trading price. Shares of Semrush surged 74% following the announcement, reflecting strong investor confidence.

The acquisition is expected to close in the first half of 2026, subject to regulatory and shareholder approvals. Adobe plans to integrate Semrush's generative engine optimization and SEO solutions into its Experience Cloud suite, including Adobe Experience Manager and Adobe Analytics. This integration will help marketers better understand their brand visibility across both traditional websites and AI-powered interfaces like ChatGPT and Google Gemini.

Anil Chakravarthy, Adobe's President of Digital Experience, framed the acquisition as a strategic response to the evolving digital landscape. Companies that fail to adapt to generative AI-driven brand discovery risk falling behind in an increasingly competitive market.