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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