Adobe has announced that it will acquire Semrush in a 1.9 billion dollar deal aimed at strengthening its position in the rapidly evolving search and marketing technology landscape. The acquisition highlights the increasing importance of AI powered search, competitive intelligence and content optimisation tools in enterprise marketing stacks. With brands operating in an environment shaped by generative AI, shifting discovery models and rising performance expectations, Adobe is positioning Semrush as a key strategic asset across its Digital Experience business.
Semrush has built a global reputation as a leading search and marketing intelligence platform used by more than 100 million marketers and businesses. Known for its capabilities in SEO, competitive research, advertising insights and content analytics, the company has expanded its offerings over the years to cater to both small businesses and large enterprises. Its recent investments in AI driven keyword research, automated content suggestions and predictive insights have further accelerated adoption among marketers seeking data led decision making.
Adobe stated that the acquisition will deepen its capabilities in search, content intelligence and performance measurement. The company plans to integrate Semrush’s tools into Adobe Experience Cloud, providing customers unified access to insights across search, content, advertising and customer journeys. Adobe said that as search continues to evolve due to the rise of AI models and answer based engines, marketers need new tools to understand visibility, optimise content and measure performance across emerging endpoints. The company sees Semrush’s data and AI models as critical to helping brands navigate these shifts.
For Semrush, the acquisition represents an opportunity to scale its offerings, expand to new customer segments and benefit from Adobe’s enterprise distribution. The company said it will continue to operate its platform while collaborating with Adobe on deeper integrations, advanced AI capabilities and expanded global reach. Semrush’s leadership stated that marketers are increasingly seeking unified platforms rather than separate tools, and joining Adobe will help accelerate that vision.
Industry experts noted that the deal reflects a broader trend in the marketing technology sector. As companies adopt generative AI and automation, search and content workflows are being rebuilt around predictive and AI native systems. The demand for unified data layers, real time competitive intelligence and automated optimisation is rising across industries. Adobe’s existing investments in generative AI through Firefly and its AI assistant capabilities indicate a strategy to bring more intelligence into every layer of the marketing stack. Semrush adds domain depth in search, competitive analysis and performance insights.
The acquisition also comes at a time when the nature of search itself is shifting. With large language models influencing how users discover information, traditional SEO practices are undergoing a transformation. Platforms are introducing conversational search, summarised responses and mixed search models that blend links with AI generated results. Marketers require new tools to understand ranking dynamics, content requirements and visibility in this hybrid environment. Semrush’s newer offerings in AI powered competitive insights, intent modelling and content generation align with the direction Adobe is taking across its ecosystem.
Adobe said customers can expect more seamless workflows that combine content creation, optimisation, performance measurement and activation. Integrating Semrush data into tools like Adobe Experience Manager and Adobe Analytics is expected to help marketers plan content based on real time trends, evaluate performance across channels and improve return on investment. Adobe emphasised that the acquisition will strengthen its ability to support enterprises as they move toward more automated and insight driven marketing operations.
Analysts also pointed out that the acquisition strengthens Adobe’s competitiveness in the marketing cloud space, where companies such as Salesforce, HubSpot and Oracle are expanding their AI investments. By integrating Semrush’s capabilities, Adobe adds a significant layer of intelligence that complements its existing content, customer experience and analytics products. The move is expected to benefit brands operating across retail, BFSI, technology, media and other sectors where digital performance directly impacts revenue.
Semrush customers will continue to have access to the platform’s standalone offerings, while enterprise customers using Adobe products will gain new integration options. Both companies stated that they will prioritise continuity, security and customer privacy as they move into the next phase of integration planning.
The acquisition is subject to regulatory approvals and customary closing conditions. Once completed, Semrush will become part of Adobe’s Digital Experience segment. The company said it will share additional product and integration updates in the coming months.
The deal underscores the acceleration of AI driven transformation in marketing technology. Organisations are seeking platforms that combine data, intelligence and automation to deliver faster insights and more personalised content. Adobe’s acquisition of Semrush reflects both the urgency and scale of this shift, as brands prepare for an environment where AI will influence every stage of the marketing lifecycle.