Adobe confirmed that it has reached an agreement to buy Semrush Holdings for $1.9 billion in an all cash transaction. The company said the deal values Semrush at $12 per share and is expected to close in the first half of 2026.
The announcement signals a significant move for Adobe as it works to strengthen its position in the growing market for AI supported marketing tools. Adobe stated that acquiring Semrush will allow it to provide a comprehensive solution that gives marketers a clear view of how their brands appear across owned channels, LLMs, traditional search and across the wider web.
This is Adobe’s first major acquisition attempt since its planned $20 billion purchase of Figma collapsed in 2023 after regulators in Europe and the United Kingdom raised competition concerns. That abandoned plan had been one of the largest proposed deals involving a private software company.
Following news of the Semrush agreement, the company’s shares surged about 75% to $11.83 in premarket trading, while Adobe’s stock moved only slightly. A financial newspaper first reported details of the deal earlier in the day.
Semrush develops AI powered tools that help businesses manage search engine optimisation, social media activity and digital advertising efforts. While Adobe is widely recognised for products used by creative professionals such as Photoshop, it also runs a growing marketing and analytics business called Adobe Experience Cloud, which has become an important revenue driver.
Despite this momentum, Adobe has faced pressure throughout the year as investors worry that rapid advances in artificial intelligence could affect its core creative software model. Its stock has fallen by roughly one quarter in 2024.
In October, Adobe signalled a stronger shift toward AI when it announced that users would soon be able to control its video and image editing tools through simple chat commands. The company also revealed it was working with OpenAI to let users operate one of its applications directly through ChatGPT.
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