Adobe acquires Semrush to extend brand visibility into AI search and agentic discovery within CX Enterprise

Adobe has finalized its acquisition of Semrush Holdings, the 17-year-old brand visibility platform with more than 28M marketers, and is folding it into the CX Enterprise agentic AI system that Adobe unveiled at Adobe Summit 2026. The combined offering pairs Semrush's SEO tools with Adobe's generative engine optimization and agentic search optimization capabilities across products including Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, Adobe Experience Platform, and Adobe Brand Concierge, with Adobe internal data showing AI traffic to U.S. retail sites grew 269% year over year in March 2026. Anil Chakravarthy, president of Adobe's Customer Experience Orchestration Business, said the integration would give marketers a single view of how their brands are discovered and engaged with from initial visibility through to conversion.