Adobe has announced plans to acquire the digital marketing platform Semrush for about US$1.9 billion. The company confirmed the agreement in a statement released on Wednesday, noting that the move will strengthen its ability to give marketers deeper insight into how their brands appear across the internet.
Expanding Adobe’s marketing capabilities
Adobe said the acquisition will build on its existing suite of digital marketing tools, which businesses use to manage campaigns and analyse online traffic. The company has increasingly integrated artificial intelligence into its marketing services, enabling brands to generate advertisements with AI. Last month, Adobe also revealed that it is developing an AI agent designed to assist with brainstorming ideas for social media campaigns.
Semrush’s long-standing expertise in search engine optimisation is expected to enhance Adobe’s current offerings. By incorporating Semrush’s tools, Adobe aims to give users more detailed visibility into their online presence and performance across search platforms.
Integrating tools for AI-driven search results
Adobe confirmed that it intends to go beyond traditional SEO capabilities by integrating Semrush’s technologies to help brands appear in AI-generated search results and to automate responses. As AI-driven search tools continue to gain influence, Adobe sees this as an opportunity to support marketers as they adapt to evolving search habits.
The company believes that combining its own analytics and campaign tools with Semrush’s search intelligence will create a more comprehensive platform for understanding brand visibility across both conventional and AI-powered search environments.
Regulatory approval and expected timeline
Adobe’s latest acquisition attempt follows its abandonment of a planned US$20 billion purchase of the collaborative design platform Figma in 2023. That deal collapsed under regulatory pressure from the UK and the European Union, which raised concerns about competition.
The proposed Semrush acquisition is expected to close in the first half of 2026. The transaction remains subject to regulatory and shareholder approvals. Adobe has not yet detailed potential regulatory hurdles, but the company indicated that it is prepared to work with authorities to complete the transaction.
