Adobe Completes Acquisition of Semrush - Enhancing Brand Visibility Capabilities and Further Expanding "Adobe CX Enterprise"
Adobe has completed the acquisition of Semrush, a leading brand visibility analytics platform. This move strengthens Adobe's ability to help businesses with brand discovery and conversion in an era where AI interfaces and agents are becoming primary means of customer engagement.
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- 📰 Published: May 1, 2026 at 19:00
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SAN JOSE, Calif. — May 1, 2026 — Adobe (Nasdaq: ADBE) today announced it has completed the acquisition of Semrush Holdings, Inc., a leading brand visibility analytics platform. As AI interfaces and AI agents become primary means for customers to discover, evaluate, and engage with brands, this acquisition strengthens Adobe's ability to provide features that help businesses be discovered and improve conversions.
Customer experience orchestration (CXO) is rapidly changing in the age of agentic AI, where AI agents are becoming critical partners in accelerating complex workflows and driving stronger business outcomes. Adobe is redefining CXO with the announcement of Adobe CX Enterprise, a new end-to-end agentic AI system that encompasses content supply chain, customer engagement, and brand visibility enhancement. Adobe CX Enterprise simplifies the process of integrating data and content dispersed across fragmented systems and leverages AI agents to align workflows based on defined goals, enabling personalized experiences at scale.
The need for enhanced brand visibility is higher than ever. According to Adobe's research, AI traffic to U.S. retail sites significantly increased by 269% year-over-year as of March 2026. Meanwhile, many companies are significantly lagging in brand visibility in an AI-driven environment. With the acquisition of Semrush, Adobe will address these challenges by strengthening its solutions for Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Agentic Search Optimization (ASO), expanding its support for marketers of all sizes, from small businesses to global enterprises.
Adobe will leverage Semrush's broad customer base to create new value across the combined portfolio. By integrating Semrush's brand visibility expertise with Adobe's brand visibility enhancement and agentic web solutions, Adobe will deliver more integrated, actionable experiences. This includes Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, Adobe Experience Platform (AEP) and AEP-powered applications, and Adobe Brand Concierge. This simultaneously addresses two challenges: ensuring brand visibility across different AI platforms and deepening direct customer engagement on proprietary platforms.
Anil Chakravarthy, President of Adobe's Customer Experience Orchestration business unit, stated: "The way brands are discovered and commerce is conducted is undergoing a significant transformation. Marketers who fail to adapt to these changes will find themselves invisible to customers tomorrow. By combining Semrush's industry-leading SEO platform with agentic search intelligence, Adobe will offer even more powerful solutions. From visibility on search engines and large language models (LLMs) to content creation, customer engagement, and conversion, brands can consistently understand how consumers perceive them within a single, integrated system."
Bill Wagner, CEO of Semrush, commented: "For over 17 years, Semrush has empowered marketers to drive business growth. The importance of that mission is greater than ever. By joining Adobe, we are confident that we can further strengthen the platform for enhancing brand visibility in an AI-driven world. This will help marketers ensure their brands are discovered, trusted, and chosen at every touchpoint."
As customer engagement shifts towards natural conversational interactions, customers are increasingly leveraging LLMs not just for searching, but for guidance in purchase decisions. Simultaneously, AI agents are becoming a key means for brands to be discovered.
Customer experience orchestration (CXO) is rapidly changing in the age of agentic AI, where AI agents are becoming critical partners in accelerating complex workflows and driving stronger business outcomes. Adobe is redefining CXO with the announcement of Adobe CX Enterprise, a new end-to-end agentic AI system that encompasses content supply chain, customer engagement, and brand visibility enhancement. Adobe CX Enterprise simplifies the process of integrating data and content dispersed across fragmented systems and leverages AI agents to align workflows based on defined goals, enabling personalized experiences at scale.
The need for enhanced brand visibility is higher than ever. According to Adobe's research, AI traffic to U.S. retail sites significantly increased by 269% year-over-year as of March 2026. Meanwhile, many companies are significantly lagging in brand visibility in an AI-driven environment. With the acquisition of Semrush, Adobe will address these challenges by strengthening its solutions for Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Agentic Search Optimization (ASO), expanding its support for marketers of all sizes, from small businesses to global enterprises.
Adobe will leverage Semrush's broad customer base to create new value across the combined portfolio. By integrating Semrush's brand visibility expertise with Adobe's brand visibility enhancement and agentic web solutions, Adobe will deliver more integrated, actionable experiences. This includes Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, Adobe Experience Platform (AEP) and AEP-powered applications, and Adobe Brand Concierge. This simultaneously addresses two challenges: ensuring brand visibility across different AI platforms and deepening direct customer engagement on proprietary platforms.
Anil Chakravarthy, President of Adobe's Customer Experience Orchestration business unit, stated: "The way brands are discovered and commerce is conducted is undergoing a significant transformation. Marketers who fail to adapt to these changes will find themselves invisible to customers tomorrow. By combining Semrush's industry-leading SEO platform with agentic search intelligence, Adobe will offer even more powerful solutions. From visibility on search engines and large language models (LLMs) to content creation, customer engagement, and conversion, brands can consistently understand how consumers perceive them within a single, integrated system."
Bill Wagner, CEO of Semrush, commented: "For over 17 years, Semrush has empowered marketers to drive business growth. The importance of that mission is greater than ever. By joining Adobe, we are confident that we can further strengthen the platform for enhancing brand visibility in an AI-driven world. This will help marketers ensure their brands are discovered, trusted, and chosen at every touchpoint."
As customer engagement shifts towards natural conversational interactions, customers are increasingly leveraging LLMs not just for searching, but for guidance in purchase decisions. Simultaneously, AI agents are becoming a key means for brands to be discovered.