Adobe acquires digital marketing platform Semrush for $1.9 billion

Adobe is acquiring digital marketing platform Semrush for approximately $1.9 billion. in Press release on WednesdayAdobe says the deal will allow it and Semrush to give marketers insight into how their brands appear across 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 begun incorporating AI into its marketing platform as well, now allowing brands to create ads using the technology. It was also announced Building an artificial intelligence agent Designed to brainstorm social media campaigns from the past month.

In addition to leveraging Semrush’s SEO capabilities, Adobe plans to integrate the company’s tools that help brands appear within search results or AI-generated responses.

In 2023, Adobe dropped 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 regulatory approval, as well as Semrush shareholders.