Adobe to Acquire Semrush in $1.9 Billion Bet on AI-Driven Brand Visibility
By Reel Coverage Nov 20, 2025
On Wednesday, November 19, Adobe announced striking a definitive agreement to acquire Semrush, the SEO, GEO and brand visibility platform, in an all-cash deal valued at approximately $1.9 billion, or $12 per share.
This move represents Adobe’s boldest push yet to deepen its footprint in AI-powered marketing, bringing Semrush’s data-rich visibility tools to Adobe’s enterprise marketing stack.
As large language models (LLMs) like ChatGPT and Google’s Gemini become primary interfaces for search, Adobe sees a growing risk: brands may vanish if they don’t understand how to surface in these channels.
Semrush brings “generative engine optimization” (GEO) and mature SEO capabilities, offering Adobe a more complete picture of brand visibility across traditional and AI-driven search.
Adobe’s existing tools like Adobe Experience Manager (AEM), Analytics, the newly introduced Adobe Brand Concierge will now be augmented with Semrush’s datasets to offer a more unified, data-rich marketing workflow.
According to Adobe, this integration will give marketers “a holistic understanding of how their brands appear across owned channels, LLMs, traditional search and the wider web.”
Semrush has seen 33% year-over-year growth in its enterprise segment, with major customers like Amazon, JPMorgan Chase, and TikTok.
For Adobe, that means not just richer data but access to high-value customers that are already investing in brand visibility and search intelligence.
The transaction has been approved by both companies’ boards and is expected to close in the first half of 2026, pending regulatory approvals and shareholder votes.
Adobe has secured commitments from Semrush shareholders owning over 75% of its voting power.
This acquisition follows Adobe’s broader strategy to integrate AI deeply across its marketing stack. At Adobe Summit 2025, the company unveiled its AI Platform, bringing light to products such as the Experience Platform Agent Orchestrator, which enables AI agents to automate key marketing workflows.
Adobe has already been enhancing its content supply chain via GenStudio, allowing marketers to generate on-brand content using generative AI, tying into its vision of “customer experience orchestration” in an AI-first world.
The world-view on the news
The acquisition deal values Semrush at a 77.5% premium over it's previous trading day leading to the announcement, closing price of $6.76. Semrush shares reportedly surged more than 70% in early trading following the company's acquisition announcement. At the time of writing, Semrush SEMR remains trading above Wednesday gains at $11.76 per share.
That said, public view on the acquisition are mixed.
Analyst for the Tech & AI Briefings at EMARKETER, Grace Harmon, considers the acquisition price to be steep but says that payoff could be high if Adobe turns Semrush’s data into monetizable AI products, according to a Reuters report.
Numerous Redditors and X users expect a price hike for Semrush products as tools will potentially get bundled up and some anticipate that users will need to quickly move to alternatives like Ahrefs, citing the popular Adobe "cancelation fee" flaw potentially in store for Semrush users.
While SEO marketers, business owners and investors adjust to the news, general sentiment analysis reveals that Adobe’s Semrush acquisition is more of a strategic value play than a chase for immediate revenue generation and one of the outstanding indicators of this is it's emphasis on Gen-AI's role in the future of information access across the acquisition announcement.
