.jpg)
Adobe today announced the completion of its acquisition of Semrush Holdings, Inc., a leading 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 data shows AI traffic to U.S. retail sites increased 269% year over year (March 2026).
Acquisition adds SEO, Generative Engine Optimization (GEO), and Agentic Search Optimization (ASO) capabilities.
Semrush used by over 28 million users globally from startups to Fortune 500.
Semrush has spent more than 17 years helping marketers scale and grow.
Adobe CX Enterprise includes content supply chain, customer engagement, and brand visibility.
Integration includes Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, AEP, and Adobe Brand Concierge.
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 personalized experiences at scale, with AI agents that can orchestrate workflows based on defined goals. The need for brand visibility has never been greater. While AI traffic to U.S. retail sites increased 269% year over year, businesses have significant gaps in AI-led brand visibility. With the acquisition of Semrush, Adobe expands its ability to serve marketers at every scale, from small businesses to global enterprises, with solutions for SEO, GEO, and 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. 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.
As Anil Chakravarthy, President of Adobe's Customer Experience Orchestration Business, stated: "The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren't optimizing for that world today will find themselves invisible tomorrow. 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."
Bill Wagner, chief executive officer of Semrush, added: "Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today. 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."
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.
About Adobe
Adobe empowers everyone to create through industry-leading platforms and tools that unleash creativity, productivity and personalized customer experiences.
About Semrush
Semrush, an Adobe company, is the leading brand visibility platform, empowering marketers to command their online presence and create measurable impact. Built on the industry's most expansive proprietary dataset, Semrush delivers AI-driven insights across SEO, Agentic Search Optimization, content marketing, paid media, and social strategy. Used by over 28 million users globally – from scaling startups to the Fortune 500 – Semrush provides the competitive intelligence needed to win visibility in an evolving digital landscape.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.