On April 28, 2026, Adobe Inc. (Nasdaq: ADBE) announced the successful completion of its acquisition of Semrush Holdings, Inc., a prominent player in the brand visibility arena. This strategic acquisition is aimed at bolstering Adobe's capabilities in delivering enhanced customer experiences (CX) through improved discoverability and conversion, particularly in an era where AI-driven interfaces are becoming the primary means for consumers to engage with brands.

2. Redefining Customer Experience Orchestration

As businesses navigate the complexities of customer experience orchestration (CXO), Adobe is at the forefront with its innovative introduction of Adobe CX Enterprise. This new end-to-end agentic AI system incorporates a sophisticated intelligence and governance layer that spans the entire content supply chain, customer engagement, and brand visibility. The Adobe CX Enterprise is designed to streamline the integration of data and content across disparate systems, enabling businesses to deliver personalized experiences at scale. Moreover, the system harnesses AI agents to coordinate workflows based on specific business objectives.

3. The Importance of Brand Visibility

Current trends indicate a significant increase in AI-driven traffic, with Adobe reporting a staggering 269% year-over-year surge in AI traffic to U.S. retail sites as of March 2026. However, despite this growth, many businesses are facing substantial gaps in AI-led brand visibility. The acquisition of Semrush allows Adobe to bridge these gaps, providing solutions tailored for marketers of all sizes—ranging from small businesses to multinational enterprises. These solutions include search engine optimization (SEO), generative engine optimization (GEO), and agentic search optimization (ASO).

4. A Vision for Integrated Solutions

Adobe plans to leverage Semrush's established customer base to unlock new value across its combined portfolio. By integrating Semrush’s discoverability intelligence with Adobe’s existing brand visibility and agentic web solutions, the company aims to create more cohesive and actionable marketing experiences. This integration will enhance key products such as Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, and the Adobe Experience Platform (AEP), along with AEP-powered applications and Adobe Brand Concierge. The objective is to ensure brands are prominently visible within AI environments while fostering direct engagement with customers on owned channels.

5. Insights from Leadership

Anil Chakravarthy, President of Adobe’s Customer Experience Orchestration Business, emphasized the urgency for marketers to adapt to the rapidly changing landscape of brand discovery and commerce. “The rules of brand discovery and commerce are being rewritten in real time,” he noted. He further stated that “marketers who aren't optimizing for that world today will find themselves invisible tomorrow,” highlighting the critical nature of the integration with Semrush’s leading SEO platform and agentic search intelligence.

Bill Wagner, CEO of Semrush, echoed this sentiment, asserting that the combined force of Adobe and Semrush presents a unique opportunity to create a definitive platform for brand visibility in an AI-centric market. He remarked, “By joining Adobe, we see an incredible opportunity to build the definitive platform for brand visibility in an AI-driven world.”

6. Adapting to New Consumer Interactions

As the landscape of customer engagement evolves, consumers are increasingly relying on LLMs (Large Language Models) to inform their purchasing decisions. This shift necessitates that Chief Marketing Officers (CMOs) focus on developing content and experiences that resonate with both human users and AI agents. Organizations that prioritize foundational SEO, along with GEO and ASO, will be better positioned to maintain brand visibility and trust across various channels.

Adobe’s acquisition of Semrush promises continued investment and an expanded product roadmap for its customers, ensuring that both Adobe and Semrush remain at the cutting edge of the agentic era.

In conclusion, Adobe's acquisition of Semrush not only enhances its offerings but also signals a proactive approach to adapting to the rapidly evolving digital marketing landscape, positioning itself as a leader in ensuring brand visibility in an increasingly AI-driven world.

Original press release