Adobe and Semrush Holdings, Inc. declared that they have reached a final agreement wherein Adobe will buy Semrush, a top brand visibility platform, for $12.00 per share in an all-cash deal, with a total equity value of almost $1.9 billion.

With its data-driven generating engine optimization (GEO) and search engine optimization (SEO) solutions, Semrush is an effective partner for marketers trying to control audience reach and brand visibility.

With all-inclusive solutions covering the content supply chain, customer interaction, and brand awareness, Adobe is at the forefront of customer experience orchestration in the agentic AI era.

Adobe makes it possible for 99% of Fortune 100 companies, such as IBM, General Motors, and The Coca-Cola Company, to employ AI to change the way they operate.

As customers increasingly rely on LLMs like ChatGPT and Google’s Gemini for information, recommendations, and purchasing decisions, Chief Marketing Officers are concerned about brand visibility.

Businesses who invest in GEO in addition to their SEO capabilities are well-positioned to maintain their brands’ representation, discovery, and trust across owned and earned channels as generative AI platforms emerge as a new interface between consumers and brands.

Adobe is resolving significant issues for companies adopting agentic AI with solutions like AEM, Adobe Analytics, and the recently released Adobe Brand Concierge.

Adobe and Semrush will work together to provide a complete solution that provides marketers with a comprehensive knowledge of how their brands appear on owned channels, LLMs, traditional search, and the internet at large.

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,”

said Anil Chakravarthy, President of Adobe’s Digital Experience Business.

“With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”

“Adobe is an industry leader in helping marketers create personalized customer experiences at scale. With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels,”

said Bill Wagner, Chief Executive Officer of Semrush.

“This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”

Both Adobe’s and Semrush’s boards of directors have authorized the deal. Subject to obtaining the necessary regulatory approvals and meeting other normal closing requirements, such as Semrush’s stockholders’ approval, the transaction is anticipated to close in the first half of 2026.

The founders of Semrush and other investors who hold more than 75% of Semrush’s voting power have promised to vote in support of the deal.