Adobe Inc (NASDAQ:ADBE) said on Wednesday it will acquire Semrush Holdings Inc (NYSE:SEMR), a marketing analytics and brand visibility platform, in an all-cash transaction valued at approximately $1.9 billion.
Adobe will pay $12 per share, representing a premium of roughly 75% to Semrush’s prior closing price.
Semrush, which provides tools for generative engine optimization (GEO) and search engine optimization (SEO), helps companies enhance brand visibility and audience reach across owned and earned digital channels.
Shares of Semrush surged 75% on Wednesday morning, trading at around $11.82 in New York.
“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.”
Semrush CEO Bill Wagner added that the combination with Adobe would give marketers a deeper understanding of customer engagement across emerging AI-driven channels. “Brands need to understand where and how their customers are engaging in these new channels,” Wagner said.
The companies noted that Semrush’s enterprise segment has grown 33% year-over-year in annual recurring revenue and counts clients such as Amazon, JPMorgan Chase and TikTok.
Adobe, which serves 99% of the Fortune 100, said the acquisition complements its portfolio, which includes Adobe Experience Manager, Adobe Analytics, and the recently introduced Adobe Brand Concierge.
Data from Adobe Analytics showed that traffic from generative AI sources to US retail sites surged 1,200% year-over-year in October.
The transaction, approved by the boards of both companies, is expected to close in the first half of 2026, pending regulatory approvals and the vote of Semrush’s stockholders. Adobe has secured commitments to vote in favor from Semrush’s founders and other stockholders representing over 75% of voting power.
Shares of Adobe fell 1.5% in early Wednesday trading.