Adobe has completed its acquisition of Semrush, integrating its capabilities into Adobe’s customer experience ecosystem to enhance brand visibility, discoverability and conversion across AI-led interfaces.
The acquisition strengthens Adobe’s evolving customer experience orchestration (CXO) strategy, particularly through its recently introduced Adobe CX Enterprise system. This end-to-end agentic AI framework brings together data, content and governance layers across content supply chains, customer engagement systems and brand visibility tools, aimed at delivering personalised experiences at scale.
The combined offering is designed to address the growing shift in consumer behaviour, where discovery is increasingly mediated by AI tools and conversational interfaces. As generative AI becomes a primary entry point for search and product exploration, Adobe is positioning itself to help brands remain visible across both traditional search engines and emerging AI-driven environments.
Adobe data indicates that AI traffic to US retail sites increased by 269% year on year as of March 2026, highlighting rapid adoption of AI-led discovery channels. However, the company notes that many businesses still face gaps in maintaining consistent visibility across these surfaces, particularly as discovery becomes fragmented across multiple AI platforms.
With Semrush integrated into its ecosystem, Adobe expands its capabilities across search engine optimisation (SEO), generative engine optimisation (GEO) and agentic search optimisation (ASO). These tools are intended to help marketers manage visibility not only in traditional search environments but also within large language models and AI agents that influence consumer decision-making.
The integration will span Adobe’s wider product suite, including Adobe Experience Manager, Adobe Commerce, Adobe Experience Platform, Adobe LLM Optimizer and Adobe Brand Concierge. The combined stack is positioned to help organisations manage both discoverability and engagement across owned and earned digital channels within a unified system.
Anil Chakravarthy, president of Adobe’s customer experience orchestration business, said, "The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren't optimizing for that world today will find themselves invisible tomorrow. Together with Semrush’s leading SEO platform and agentic search intelligence, Adobe will empower our customers with an even more powerful solution: the full picture of how their brands show up to consumers, from discoverability in search engines and LLMs to content creation, customer engagement and conversion, all in one integrated system at scale.”
Bill Wagner, chief executive officer of Semrush, said, "Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today. By joining Adobe, we see an incredible opportunity to build the definitive platform for brand visibility in an AI-driven world, helping marketers ensure their brands are found, trusted and chosen at every touchpoint."
The combined proposition reflects a broader shift in marketing technology, where brand visibility is increasingly being defined by performance across AI systems as well as traditional search and social channels. As AI agents play a larger role in shaping consumer journeys, marketers are being required to optimise content not only for human audiences but also for machine interpretation and recommendation systems.
The acquisition reinforces Adobe’s focus on building an integrated ecosystem that connects content creation, distribution, optimisation and conversion within a single AI-enabled framework. It also signals a move towards consolidating SEO, GEO and ASO into a unified discipline within enterprise marketing stacks.
Overall, the deal positions Adobe and Semrush at the centre of the evolving AI-driven discovery landscape, where brand visibility is becoming a critical determinant of customer acquisition and digital performance.
