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Adobe Inc. said Wednesday it struck an agreement to acquire Semrush Holdings Inc., the digital visibility and SEO powerhouse, in a cash deal valuing the company at roughly $1.9 billion, offering $12 per share. The move marks Adobe’s latest push to dominate the rapidly evolving digital-marketing landscape.

The transaction comes with heavyweight legal support: Wachtell Lipton Rosen & Katz is advising Adobe, while Davis Polk & Wardwell LLP is guiding Semrush through the process.

Semrush, well-known among marketers worldwide, supplies a suite of data-fueled tools designed to boost brand visibility, audience targeting and reach. Its platform blends traditional search engine optimization (SEO) with its newer generative engine optimization (GEO) capabilities—an emerging frontier shaped by AI-driven search systems.

AI Alters the Search Battlefield

The acquisition lands at a moment when generative AI platforms—such as ChatGPT and Google’s Gemini—have rewritten the rules for how consumers discover information, compare choices and ultimately make purchases. Adobe said these shifts are pushing marketers to adopt new tools to prevent their brands from being swallowed in the algorithmic churn of AI-first search results.

Adobe, a global leader in digital experience, data analytics and content-creation software, said integrating Semrush’s expertise will help customers monitor and optimize brand visibility not just across the traditional web, but also across owned media, online ecosystems and emerging AI-driven interfaces.

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” said Anil Chakravarthy, president of Adobe’s digital experience business. He added that Semrush will empower marketers to treat GEO as a growth channel alongside SEO, ultimately boosting engagement and conversions.

Deal Approval and Strategic Support

The boards of both companies have approved the transaction, which is slated to close in the first half of 2026, pending antitrust reviews and a shareholder vote. Founders and other shareholders controlling over 75% of Semrush’s voting power have already pledged to back the acquisition.

Semrush CEO Bill Wagner emphasized the shift toward AI-mediated search behavior, saying brands must adapt fast to understand “where and how customers are engaging in these new channels.” He said merging with Adobe will deliver better tools for discoverability across the dramatically changing digital environment.

Legal Teams Behind the Deal

Adobe’s legal advisors at Wachtell Lipton are led by partners Jacob A. Kling and Steven R. Green, joined by Erica E. Aho, T. Eiko Stange and Gregory E. Pessin.

The Davis Polk team representing Semrush includes partners Lee Hochbaum, Michael Kaplan, Kyoko Takahashi Lin, Matthew J. Bacal, Jesse Solomon, Matthew Yeowart and William A. Curran.