Adobe is acquiring digital marketing platform SEMrush for approximately $1.9 billion. In a press release Wednesday, Adobe says the deal will allow it and SEMrush to give marketers insight into how their brands appear on the Web.
The acquisition builds on Adobe’s existing suite of marketing tools that help businesses manage digital campaigns and analyze web traffic. Adobe has also started incorporating AI into its marketing platform, as it now allows brands to generate ads using the technology. It also announced it was creating an AI agent to brainstorm social media campaigns last month.
In addition to leveraging SEMrush’s search engine optimization (SEO) capabilities, Adobe plans to incorporate the company’s tools that help brands appear inside AI-generated search results or responses.
In 2023, Adobe abandoned its $20 billion deal to acquire collaborative design platform Figma after facing pressure from UK and EU regulators. Adobe’s deal to acquire SEMrush is expected to close in the first half of 2026. It is still subject to approval from regulators as well as SEMrush stockholders.