Adobe announced on Wednesday that it will acquire Semrush, a leading digital marketing and SEO platform, in a transaction valued at approximately $1.9 billion. According to the company’s press release, the acquisition is designed to give marketers deeper insights into how their brands are represented across the web, enhancing Adobe’s ability to deliver comprehensive marketing solutions.
This move builds on Adobe’s existing suite of marketing tools, which already help businesses manage digital campaigns and analyze web traffic. In recent months, Adobe has accelerated its integration of artificial intelligence into its marketing ecosystem. The platform now enables brands to generate ads using AI technology and, as of last month, is developing an AI-powered agent to assist marketers in brainstorming social media campaigns.
By acquiring Semrush, Adobe will gain access to advanced search engine optimization (SEO) capabilities and tools that help brands improve visibility in both traditional search results and emerging AI-generated responses. This strategic addition positions Adobe to support businesses in navigating the evolving landscape of search and content discovery.
The acquisition comes nearly two years after Adobe abandoned its proposed $20 billion purchase of collaborative design platform Figma due to regulatory challenges in the UK and European Union. The Semrush deal, which is expected to close in the first half of 2026, remains subject to regulatory approval and consent from Semrush shareholders.
