San Jose: Adobe has finalised its acquisition of Semrush Holdings, Inc., marking a strategic move to strengthen its position in the rapidly evolving landscape of AI-led customer discovery and engagement.
The deal brings Semrush’s expertise in search engine optimisation and brand visibility into Adobe’s broader ecosystem, enabling the company to offer end-to-end capabilities that address how consumers increasingly discover and interact with brands through AI interfaces and agents.
The acquisition comes at a time when customer engagement is undergoing a fundamental shift. With conversational AI and large language models playing a growing role in shaping purchase decisions, businesses are being forced to rethink how they build visibility and relevance across digital channels. Adobe noted that traffic driven by AI to U.S. retail websites surged 269 per cent year-on-year as of March 2026, underscoring the urgency for brands to adapt.
By integrating Semrush’s discoverability intelligence, Adobe aims to bridge existing gaps in AI-led visibility. The combined offering will extend across search engine optimisation (SEO), generative engine optimisation (GEO) and agentic search optimisation (ASO), helping organisations improve both discoverability and conversion in an increasingly fragmented digital environment.
The move also complements Adobe’s broader push into customer experience orchestration. Through its recently introduced Adobe CX Enterprise platform, the company is building an agentic AI-driven system designed to unify data, content and workflows. The platform enables businesses to deliver personalised experiences at scale, while AI agents automate and optimise complex processes across the content supply chain, customer engagement and brand visibility.
Semrush’s capabilities will be embedded across Adobe’s suite of products, including Adobe Experience Manager, Adobe Commerce, Adobe Experience Platform and its AI-driven tools such as LLM Optimizer and Brand Concierge. The integration is expected to provide marketers with a more connected and actionable view of how their brands appear across both owned and external digital environments.
Adobe executives highlighted that the acquisition will allow businesses of all sizes—from small enterprises to global brands—to better navigate the shift towards AI-mediated discovery. As AI agents increasingly influence how consumers search, evaluate and engage, marketers are being required to create content that resonates not just with users but also with machine-driven systems.
Semrush, which has built its reputation over more than 17 years helping businesses scale through digital marketing insights, is expected to benefit from Adobe’s scale and ecosystem. The company indicated that customers will continue to see investment in product development as the integration progresses.
With this acquisition, Adobe is positioning itself to offer a unified platform that connects discoverability, engagement and conversion, as brands adapt to a future where visibility is determined as much by algorithms and AI agents as by traditional search.
