Adobe has announced the completion of its acquisition of Semrush, a move aimed at strengthening its capabilities in helping businesses drive discoverability and conversions in an increasingly AI-led digital ecosystem.
The acquisition comes as customer experience orchestration (CXO) undergoes rapid transformation with the rise of agentic AI. Adobe is positioning itself at the forefront of this shift through its recently introduced Adobe CX Enterprise—an end-to-end agentic AI system designed to unify content, data and customer engagement across fragmented systems while enabling personalised experiences at scale.
By integrating Semrush’s brand visibility and search intelligence capabilities, Adobe will now offer enhanced solutions across search engine optimization (SEO), generative engine optimization (GEO) and agentic search optimization (ASO). The combined offering is expected to help marketers—from small businesses to global enterprises—better understand and improve how their brands are discovered across search engines, large language models and other AI-driven interfaces.
Adobe also plans to extend Semrush’s capabilities across its broader ecosystem, including Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce and Adobe Experience Platform, along with AEP-powered applications and Adobe Brand Concierge. The integration aims to deliver more connected, actionable customer experiences while addressing the growing need for brand visibility across AI-powered touchpoints.
Anil Chakravarthy, President of Adobe’s Customer Experience Orchestration Business, noted that the rules of brand discovery and commerce are being rewritten in real time, emphasising the importance of adapting to AI-driven environments.
Meanwhile, Bill Wagner highlighted that joining Adobe presents an opportunity to build a definitive platform for brand visibility, helping marketers ensure their brands are discovered, trusted and chosen across every customer touchpoint in an AI-first world.
