Adobe Bets on AI Search With $1.9B Semrush Acquisition

Adobe moves to buy Semrush in a $1.9 billion all-cash deal, aiming to boost brand visibility across traditional search, LLMs, and AI discovery.

Adobe is making a $1.9 billion bet that AI-driven discovery is the new battleground for brand visibility. The company is moving to acquire Semrush, aiming to strengthen its edge as search shifts toward LLM-powered recommendations.

In its announcement, Adobe said the all-cash deal will bring Semrush’s advanced tools into its marketing stack to help brands stay visible across traditional search and AI-driven channels.

Shareholder commitments smooth the way

Adobe said its boards and Semrush’s have signed off on the agreement, clearing a major hurdle for the acquisition.

The deal is slated to close in the first half of 2026, pending regulatory review and a final shareholder vote. Semrush’s founders and key investors, who control more than 75% of voting power, have already ...