Adobe to buy Semrush for $1.9 billion, sending marketing platform's shares up 70%

"Adobe said Wednesday that it reached a deal to acquire search engine marketing platform Semrush for $1.9 billion to boost its tools for marketers in the age of artificial intelligence. Semrush shares skyrocketed more than 70%, while Adobe fell about 2%. The design software firm said it will pay $12 a share for Semrush in an all-cash transaction. The deal is expected to close during the first half of 2026."

"Adobe said the company offers necessary search engine and marketing tools to help brands engage and grow customers, especially in the AI era. "Brand visibility is being reshaped by generative AI, and brands that don't embrace this new opportunity risk losing relevance and revenue," said president of Adobe's digital experience business Anil Chakravarthy said in a release. Adobe, which is widely known for its Photoshop tool, has implemented more AI into its technology stack over the years to capitalize on the burgeoning trend. That includes an artificial intelligence assistant for Reader and Acrobat."

Adobe agreed to acquire Semrush for $1.9 billion in an all-cash transaction at $12 a share, with the deal expected to close in the first half of 2026. Semrush shares jumped more than 70% while Adobe's stock fell about 2% and has lost over a quarter of its value this year. Semrush offers search engine optimization and marketing tools, went public in 2021, and counts Amazon and TikTok among its largest customers. Adobe positioned the acquisition as strengthening search and marketing capabilities for brands amid generative AI reshaping visibility. Adobe has added AI across products, including an assistant for Reader and Acrobat, and previously pursued a $20 billion bid for Figma that was scrapped in December 2023.

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