Adobe is buying search engine optimization company Semrush for $1.9 billion in cash. The deal will help Adobe’s marketing offerings, as it seeks to make its products more visible to AI tools. Many companies are investing in optimizing their content and websites to be seen by AI chatbots and browsers.
According to Adobe Analytics data, traffic to retail websites increased 1,200% when using generative AI chatbots compared to last year. Semrush has been working on “generative engine optimization” to track website performance with both traditional SEO techniques and AI tools like ChatGPT.
The acquisition will give marketers a new growth channel for visibility, customer engagement, and conversions. Adobe’s president says that brands must adapt to the changing market or risk losing relevance and revenue.
Source: https://techcrunch.com/2025/11/19/adobe-to-buy-semrush-for-1-9-billion