Adobe has announced the completion of its acquisition of Semrush Holdings, Inc, a brand visibility platform, enhancing its ability to offer businesses more capabilities to drive discoverability and conversion as AI interfaces and agents become a primary way for customers to discover, evaluate and engage brands.
Customer experience orchestration (CXO) is rapidly changing in the era of agentic AI, as agents become critical partners that can help accelerate complex workflows and deliver stronger business outcomes. Adobe is redefining CXO with the recent introduction of Adobe CX Enterprise, a new end-to-end agentic AI system with an intelligence and governance layer spanning content supply chain, customer engagement and brand visibility. Adobe CX Enterprise simplifies the process of bringing together data and content across fragmented systems to deliver personalised experiences at scale, with AI agents that can orchestrate workflows based on defined goals.
With the acquisition of Semrush, Adobe expands its ability to serve marketers at every scale, from small businesses to global enterprises, with solutions for search engine optimisation (SEO), generative engine optimisation (GEO) and agentic search optimisation (ASO) to close those gaps.
Adobe is expanding on Semrush's deep customer adoption to unlock new value across the combined portfolio, uniting Semrush’s discoverability intelligence with Adobe’s brand visibility and agentic web solutions to power more connected, actionable experiences. This includes Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, Adobe Experience Platform (AEP) and AEP-powered apps and Adobe Brand Concierge, to address the dual challenge of ensuring a brand is visible across AI surfaces, while deepening direct engagement with customers on owned properties.
“The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren't optimising for that world today will find themselves invisible tomorrow,” said Anil Chakravarthy, President of Adobe’s Customer Experience Orchestration Business. “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.”
"Semrush has spent more than 17 years helping marketers scale and grow—and that mission has never been more important than it is today,” said Bill Wagner, Chief Executive Officer of Semrush. “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."
As customer engagement shifts to include natural, conversational interactions, consumers aren’t just searching, they’re increasingly turning to LLMs to guide and shape their purchasing decisions. At the same time, AI agents are increasingly influencing how they discover and engage with brands. Chief marketing officers must now develop content and experiences that educate both humans and AI agents. Organisations that invest in foundational SEO capabilities, alongside GEO and ASO, will ensure their brands remain discoverable and trusted across owned and earned channels. Semrush customers of all sizes can expect continued investment and an expanded product roadmap as Adobe and Semrush fully integrate, delivering market-leading solutions for the agentic era.
