Adobe, the creative software giant, agreed on Wednesday to acquire the digital marketing platform Semrush for approximately $1.9 billion in cash, a strategic move designed to help companies navigate the chaotic shift from traditional search engines to artificial intelligence.

The deal, valued at $12.00 per share, represents a significant bet by Adobe that the era of typing keywords into a search bar is fading, replaced by consumers asking complex questions of large language models (LLMs) like ChatGPT and Google’s Gemini.

The Rise of ‘GEO’

For over a decade, Semrush has been a primary tool for marketers attempting to master Search Engine Optimization (SEO)—the art of ranking high on Google. However, the acquisition is centered less on the past decade of search and more on a nascent field known as Generative Engine Optimization (GEO).

As AI chatbots increasingly become the primary interface between brands and consumers, companies are scrambling to ensure their products are recommended by these algorithms.

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” Anil Chakravarthy, the president of Adobe’s Digital Experience Business, said in a statement.

Mr. Chakravarthy noted that the acquisition is intended to unlock GEO as a “new growth channel,” allowing marketers to manage how their brands appear not just on websites, but inside the “black box” of AI models.

A Shift in Consumer Habits

The acquisition comes amid data suggesting a rapid change in user behavior. According to new figures from Adobe Analytics, traffic from generative AI sources to U.S. retail sites surged by 1,200 percent year-over-year in October.

This explosion in AI-driven traffic has created a pain point for Adobe’s corporate clients—including Coca-Cola and General Motors—who use Adobe’s software to manage their content supply chains but often lack visibility into how their brand is perceived by AI agents.

By integrating Semrush’s data engine with its own Experience Cloud, Adobe aims to provide a “comprehensive solution” that tracks brand visibility across owned channels, traditional search, and the wider web of LLMs.

Bill Wagner, the chief executive of Semrush, stated that the combination will help brands understand “where and how their customers are engaging in these new channels” as the digital landscape evolves.

Deal Details

The transaction has been approved by the boards of directors of both companies. Adobe has already secured voting commitments from Semrush’s founders and major stockholders representing over 75 percent of the voting power, all but ensuring the deal’s approval.

The acquisition is expected to close in the first half of 2026, subject to regulatory approvals.

Wachtell, Lipton, Rosen & Katz is serving as legal advisor to Adobe, while Centerview Partners and Davis Polk & Wardwell are advising Semrush.

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GALERIA.ag, Brazil’s largest independent advertising agency according to the CENP-Meios ranking, is pioneering a partnership with Adobe to implement GenStudio. This innovative technology suite brings together artificial intelligence, creative automation, and asset management within a single platform. This platform orchestrates AI agents across the entire creative process, accelerating delivery with enhanced consistency and efficiency. GALERIA.ag will be the first agency in Brazil to embrace the full potential of this technology, poised to revolutionize the content supply chain by elevating both creative output and operational efficiency.

With an investment of R$10 million, the implementation of GenStudio begins this month, representing a strategic move by GALERIA.ag to solidify its leadership in innovation within the advertising market. This initiative reinforces the agency’s commitment to investing smartly in technology to enhance efficiency, scale creativity, and generate even more value for its clients — with a long-term vision and pioneering spirit that positions GALERIA.ag among the first agencies in the world to adopt the solution in an integrated manner.

This initiative marks the beginning of a new phase for the agency, which is betting on an even more connected and scalable operating model — with the goal of delivering campaigns with greater agility, consistency, and efficiency for its clients.

“Investing in GenStudio aligns with Galeria’s longstanding vision: leveraging technology — and now artificial intelligence — to amplify creativity and deliver tangible value to our clients,” says Daniel Martins, Partner and Head of Operations & Transformation at GALERIA. “We’re establishing a more efficient operational framework, where AI orchestrates the entire process — from the initial brief to the final deliverable, connecting our talent directly to our clients.”

GenStudio’s powerful platform optimizes process management and accelerates campaign launch speeds, reducing go-to-market time by up to 70%, according to Adobe’s data. Furthermore, by centralizing asset management, it minimizes content waste by 30%, promoting greater reuse and ensuring consistent messaging across all communication channels.

Eduardo Simon, CEO of GALERIA.ag, believes the technology empowers a greater focus on the core of creative work. “These new technologies allow us to liberate our talent to focus on creativity, innovation, and strategy, while the platform manages the operational execution and workflow. This represents a significant leap forward for the communications industry,” he highlights. 

For Adobe, this agreement represents a strategic move to solidify its brand leadership in the Brazilian advertising market. “Galeria will be the first agency in Brazil to implement the full GenStudio suite. This positions Brazil at the forefront of global innovation in AI-powered communication,” highlights Raul Braga, Enterprise Sales, Account Manager at Adobe, and the executive leading the project.

He adds that the partnership goes beyond simply adopting technology. “Together with one of the industry’s leading players, we are co-creating a new operating model for agencies. This initiative has the genuine aim of transforming the entire creative value chain,” says Braga.

More than just a one-time technology adoption, this implementation represents the foundation of a continuous transformation in how GALERIA.ag operates, collaborates, and delivers value. With Adobe’s solutions, the agency expects to accelerate campaign delivery, reduce operational costs, and ensure greater efficiency in its processes with all its clients.

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