Adobe has announced plans to acquire marketing analytics platform Semrush in a deal valued at $1.9 billion, marking a significant move to expand its artificial intelligence driven marketing and performance optimisation capabilities. The acquisition reflects Adobe’s broader strategy to deepen its presence across data-driven marketing, search analytics and customer experience technologies as demand for AI-powered tools continues to grow.
The deal, expected to be completed later this year subject to regulatory approvals and customary closing conditions, will see Semrush integrated into Adobe’s digital experience and marketing cloud ecosystem. Semrush is widely used by marketers, agencies and enterprises for search engine optimisation, content performance, competitive intelligence and online visibility analytics. By bringing these capabilities under its portfolio, Adobe aims to offer more comprehensive solutions across the marketing funnel.
Adobe said the acquisition aligns with its focus on enabling businesses to deliver more personalised, measurable and efficient digital experiences. As marketing teams increasingly rely on AI to analyse large volumes of data, automate decision making and optimise campaigns in real time, the integration of Semrush is expected to enhance Adobe’s ability to support performance marketing and organic growth strategies.
Semrush has built its reputation on providing data and insights related to search behaviour, keyword trends, content effectiveness and competitive benchmarking. These tools are used to inform marketing strategy across channels including search, social, content and paid media. Adobe plans to combine this data with its existing customer data, content creation and analytics tools to create more unified workflows for marketers.
From Adobe’s perspective, the acquisition strengthens its AI roadmap by adding datasets and analytical models that complement its existing platforms. Adobe has increasingly positioned itself as an end-to-end provider of marketing, creativity and analytics solutions, with artificial intelligence playing a central role through its Sensei AI framework. Semrush’s technology is expected to feed into this ecosystem, supporting more predictive insights and automated optimisation.
Industry observers view the deal as part of a broader consolidation trend within the marketing technology sector. As customer journeys become more complex and fragmented, enterprises are seeking platforms that can integrate data, insights and execution across channels. Adobe’s move to acquire Semrush reflects growing demand for integrated solutions that reduce reliance on multiple standalone tools.
Semrush has grown steadily over the past decade, expanding its customer base globally and broadening its product suite beyond SEO into areas such as content marketing, social media analytics and digital advertising insights. The company serves a mix of small businesses, agencies and large enterprises, giving Adobe access to a wider range of customers and use cases.
Under the terms of the deal, Semrush is expected to continue operating as part of Adobe’s digital experience portfolio, with its tools gradually integrated into Adobe’s existing platforms. Adobe said it plans to maintain continuity for Semrush customers while unlocking additional value through deeper integration with its analytics, data and content solutions.
The acquisition also highlights Adobe’s focus on strengthening its competitive position against other enterprise marketing technology providers. As competition intensifies around AI-driven insights and automation, access to high-quality data and specialised analytics has become increasingly important. Semrush’s search and competitive intelligence capabilities are seen as a strategic addition in this context.
For marketers, the combined offering could translate into more seamless access to insights across paid and organic channels, improved attribution and measurement, and greater automation in campaign planning and optimisation. By connecting content creation, customer data and performance analytics, Adobe aims to help organisations make faster and more informed decisions.
The announcement comes amid heightened interest in AI across the marketing and advertising industry. Brands are investing heavily in technologies that can improve targeting, personalisation and return on investment, while also managing growing volumes of data. Acquisitions such as this signal continued investment in AI infrastructure and capabilities by large technology providers.
Analysts note that the success of the acquisition will depend on how effectively Adobe integrates Semrush’s tools and data into its broader ecosystem. Ensuring interoperability, preserving product quality and maintaining customer trust will be key considerations as the companies move forward.
Adobe has pursued a series of acquisitions over the years to expand its digital experience portfolio, including companies focused on analytics, customer data and content management. The addition of Semrush fits within this pattern, reinforcing Adobe’s ambition to offer a comprehensive platform that spans creativity, data and marketing execution.
For Semrush, the deal provides an opportunity to scale its technology and reach through Adobe’s global enterprise customer base. Access to Adobe’s resources and infrastructure could accelerate product development and innovation, particularly in areas related to AI-driven insights and automation.
The transaction also reflects confidence in the long-term growth of digital marketing and analytics, even as marketers face budget pressures and economic uncertainty. Investments in platforms that promise efficiency and measurable impact remain a priority for organisations seeking to optimise spend.
As the marketing technology landscape continues to evolve, deals of this nature are likely to shape how tools are built, sold and adopted. Adobe’s planned acquisition of Semrush underscores the growing importance of data, AI and integrated platforms in supporting modern marketing strategies.