Adobe Plans to Acquire Semrush to Add GEO Capabilities

Adobe plans to acquire Semrush to add that company’s generative engine optimization (GEO) capabilities to Adobe’s range of tools for marketers.

The companies’ definitive agreement for the acquisition includes a total equity value of $1.9 billion, they said ina Wednesday (Nov. 19) press release.

The transaction has been approved by both Adobe’s and Semrush’s board of directors but remains subject to customary closing conditions, according to the release. The companies expect the transaction to close in the first half of 2026.

PYMNTS reported in September that GEO has become an emerging discipline as artificial intelligence transforms the way people search online, requiring businesses to work to keep their place in traditional search while ensuring AI systems recognize and cite them as authoritative sources. GEO ensures brands are visible in AI-driven search tools.

Semrush offers GEO and search engine optimization (SEO) solutions designed to help marketers manage brand visibility and audience reach, per Adobe’s press release.

Adobe provides solutions for content supply chain, customer engagement and brand visibility, according to the release.

With the addition of Semrush’s capabilities, Adobe will be able to provide marketers with a comprehensive understanding of how their brands appear across owned channels, large language models, traditional search and the wider web, the release said.

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” Anil Chakravarthy, president of Adobe’s Digital Experience Business, said in the release. “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.”

The amount of traffic driven to U.S. retail sites by generative AI platforms increased by 1,200% year over year in October, according to the release.

“With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels,” Semrush CEO Bill Wagner said in the release. “This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”

It was reported in October that Adobe has been adding AI to its software for creative professionals, but the company is being challenged by other firms that are offering new AI tools. Amid these challenges, Adobe has been working to retain the business of marketers and other customers and to reassure investors.