Adobe has just finalised its takeover of Semrush, a development that has far-reaching implications for digital marketing, customer experience, and the future of brands in the age of AI. This latest acquisition expands Adobe’s Customer Experience (CX) platform and enables the company to assist businesses in remaining discoverable in this evolving digital environment, shaped by AI user interfaces, conversational search and smart agents.
Why Does This Acquisition Matters?
How people discover brands is evolving. Google is no longer the only way to find products and services. People are turning to AI search tools, large language models (LLMs), voice assistants and smart agents to discover, compare and purchase products and services.
To address this, Adobe has purchased Semrush, a global leader in search intelligence, SEO and visibility, to assist brands in this new digital era.
The integration of Adobe’s enterprise customer experience platform with Semrush’s search intelligence, search engine optimisation (SEO), and brand visibility tools allows businesses to better harness the power of search to boost conversions, engagement and visibility.
Adobe CX Enterprise Gets Stronger
Adobe recently launched Adobe CX Enterprise, an AI-driven customer experience orchestration solution. This solution enables brands to connect content, data, processes and marketing across various systems.
The acquisition of Semrush by Adobe adds powerful new features to CX Enterprise, including:
- Search Engine Optimization (SEO)
- Generative Engine Optimization (GEO)
- Agentic Search Optimization (ASO)
- Competitive keyword intelligence
- AI platform brand presence monitoring
- Content optimisation for search and AI
It allows brands to track their presence not just on Google, but also within AI platforms such as ChatGPT-like assistants, as well as recommendation engines.
AI Search and Conversational Commerce
Adobe reports that year-on-year traffic to US retail sites from AI search grew by 269% in March 2026. This shows the shift towards AI-powered search and shopping.
Instead of keywords, shoppers are now searching for:
- Best laptop for under $1000?
- What is the best skincare for oily skin?
- Best digital marketing tools for startups?
The AI then delivers answers, suggestions and summaries. Without brand optimisation for this AI ecosystem, companies can be lost.
This is where Semrush’s technology can help.
Good for All Sizes
The acquisition isn’t just for big businesses, says Adobe It’s for small businesses, agencies, emerging startups and enterprise.
The Adobe + Semrush platform can help businesses:
1. Improve Online Discoverability
Get found in search, AI and recommendation engines.
2. Increase Website Traffic
Use better SEO insights and optimized content strategies.
3. Enhance Customer Engagement
Create personalised experiences with Adobe Experience Cloud.
4. Drive More Conversions
Convert more views into leads, sales and loyal customers.
5. Understand Competitors Better
Tap Semrush’s market intelligence products.
What Leaders Are Saying
Adobe’s President of Customer Experience Orchestration Business, Anil Chakravarthy, noted that the rules of marketing are being redefined. He said that companies not preparing for AI-first discovery now will be lost in the future.
Semrush CEO Bill Wagner was also excited, stating that the collaboration with Adobe presents a chance to develop the ultimate platform for brand visibility in the world of AI.
Integration Across Adobe Products
Semrush features will be integrated into a range of Adobe products such as:
- Adobe Experience Manager
- Adobe Commerce
- Adobe Experience Platform (AEP)
- Adobe LLM Optimizer
- Adobe Brand Concierge
This makes it easier for marketers to create a more integrated marketing environment where they can control visibility, customer journeys, content and commerce.
What This Means for Marketers?
Marketers now need to focus on three worlds:
Traditional Search
Google, Bing, Yahoo
Generative Search
AI answers, summaries, chatbot recommendations
Agentic Search
AI assistants making choices or recommendations for users
Adobe’s Semrush buy speaks to the above three points.
Conclusion
Adobe’s Semrush acquisition is more than a transaction, it is a glimpse into the future of marketing. AI-powered search is on the rise, and companies need to keep up. With the integration of Adobe’s enterprise customer experience platform and Semrush’s brand visibility data, companies are better equipped to stay balanced, trusted and preferred in an AI-powered world.
SEO isn’t enough. Brands that’ll win in the future will be those that appeal to humans, search engines and AI agents.
