Adobe is set to lock a deal with Search Engine Optimization (SEO) leading digital marketing platform SEMRUSH for $1.9 billion.
The American multinational computer software company Adobe announced on Wednesday, November 19, 2025, a deal to buy SEMRUSH to bolster AI marketing.
Adobe headquarters in San Jose, California, said it will pay $12 per share to acquire the leading brand visibility platform SEMRUSH.
Boston-based SEMRUSH is already working with big giants like the multinational technology company Amazon, America's most prominent investment banking firm JPMorgan Chase, and TikTok to boost their visibility on the web.
The decision was made after Adobe stock fell 2% to close at 318.11, while SEMRUSH stock rocketed 74% to 11.46 in the latest market update.
The deal explains that the two companies will seek a holistic approach to how brands appear across traditional search, large language models LLMs and the Wider Web.
Both the firms believe that American multinational computer software company Adobe Inc. and search engine marketing company SEMRUSH Holdings, collaborating, will address major market shifts from search engine optimization SEO to AI-driven generative engine optimization GEO.
By acquiring SEMRUSH, Adobe aims to have both companies invest in optimizing their content and web pages to be more visible to AI tools, as consumer behaviour is changing rapidly, and they prefer to use AI chatbots, agents, and AI browsers for everything.
While SEMRUSH has been investing in GEO and recently launched a tool for tracking and improving website performance using both traditional SEO techniques and optimization for AI engines like ChatGPT, Claude, Copilot, Grok, and Perplexity.
SEMRUSH tools will join Adobe services such as Adobe Experience Manager, Adobe Analytics, and the newly introduced Adobe Brand Concierge.
Adobe offers the leading customer experience platform, as it works with 99% of the Fortune 100, including Coca-Cola, General Motors, and IBM.
Anil Chakravarthy, president of Adobe Digital Experience Business, said in a news release, "Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue.
“With SEMRUSH, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement, and conversions across the ecosystem,” Anil added.
Additionally, Adobe expects the transaction to close in the first half of 2026, subject to regulatory and shareholder approvals.
