As AI agents become the new search engine, Adobe is betting that owning the discoverability layer — from traditional SEO to agentic search — is the next frontier in marketing.
Adobe has completed its acquisition of Semrush, the brand visibility and search intelligence platform, in a move designed to extend its customer experience tools into an era in which AI agents are increasingly determining how consumers discover and evaluate brands.
The deal brings together Semrush’s search engine optimization capabilities and agentic search intelligence with Adobe’s existing portfolio of content, commerce and customer engagement products — including Adobe Experience Manager, Adobe LLM Optimizer and Adobe Experience Platform. The combined offering is designed to give marketers a single integrated system covering how their brands appear across traditional search engines, large language models and AI-powered agents.
The acquisition comes as AI-driven traffic to retail sites surges. Adobe data shows AI-generated traffic to US retail sites increased 269% year over year as of March 2026, while the company says most businesses have significant gaps in how their brands appear across AI surfaces.
“The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren’t optimizing for that world today will find themselves invisible tomorrow,” said Anil Chakravarthy, president of Adobe’s customer experience orchestration business. “Together with Semrush’s leading SEO platform and agentic search intelligence, Adobe will empower our customers with the full picture of how their brands show up to consumers — from discoverability in search engines and LLMs to content creation, customer engagement and conversion, all in one integrated system at scale.”
Bill Wagner, chief executive of Semrush, said the combination represented an opportunity to build a definitive platform for brand visibility in an AI-driven world. “Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today,” he said. “By joining Adobe, we see an incredible opportunity to help marketers ensure their brands are found, trusted and chosen at every touchpoint.”
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Adobe framed the acquisition as part of a broader repositioning around what it calls customer experience orchestration — an approach that treats content supply chain, customer engagement and brand visibility as interconnected rather than separate functions. The company recently introduced Adobe CX Enterprise, an agentic AI system designed to bring those functions together under a single intelligence and governance layer.
Semrush customers can expect continued product investment and an expanded roadmap as the two companies integrate.