According to The Verge, Adobe is acquiring digital marketing platform Semrush for approximately $1.9 billion. The deal was announced in a press release on Wednesday and is expected to close in the first half of 2026. This acquisition will combine Adobe’s existing marketing tools with Semrush’s search engine optimization capabilities. Adobe specifically mentioned plans to incorporate tools that help brands appear in AI-generated search results. The deal still requires approval from regulators and Semrush stockholders, coming after Adobe’s $20 billion Figma acquisition collapsed in 2023 due to regulatory pressure in the UK and European Union.
Adobe’s marketing ambitions
This move makes perfect sense when you look at Adobe’s trajectory. They’ve been building out their marketing cloud for years, and Semrush fills a massive gap in their arsenal. SEO has become increasingly crucial as search evolves, especially with AI-generated responses changing how people find information. Basically, Adobe wants to own the entire marketing stack from creative to measurement. And they’re clearly willing to spend billions to make it happen.
The AI search battle heats up
Here’s the thing that really stands out: Adobe specifically called out “AI-generated search results” in their announcement. That’s not accidental. With Google, Microsoft, and others completely reinventing how search works, every company that depends on web traffic is scrambling. How do you optimize for AI responses that might not even include traditional links? Semrush gives Adobe a seat at that table. It’s a smart defensive play against the disruption coming to digital marketing.
The regulatory landscape
After the Figma disaster, you have to wonder about regulatory approval. A $1.9 billion deal is significantly smaller than the $20 billion Figma acquisition, which probably helps. But regulators are looking much more closely at big tech acquisitions these days. The good news for Adobe? This isn’t two design tools merging – it’s complementary services. Still, nothing’s guaranteed until those approvals come through.
What’s next for marketers
For businesses relying on these tools, this could mean tighter integration between creative assets and performance data. Imagine creating an ad in Adobe’s tools and immediately getting Semrush data on how it might perform in search. The AI angle is particularly interesting – Adobe’s been building AI agents for social media campaigns, and now they can incorporate real SEO intelligence. This feels like the beginning of a much larger consolidation in the marketing technology space. Other players should be watching closely.
