Adobe Inc. announced it has completed the acquisition of Semrush Holdings, aiming to strengthen its customer experience (CX) capabilities and expand brand visibility solutions in the growing AI-driven digital landscape.

The deal integrates Semrush’s SEO and brand intelligence platform into Adobe’s CX Enterprise ecosystem, enhancing tools for search optimization, generative engine optimization, and AI-driven customer engagement. The move comes as businesses increasingly rely on AI agents and conversational interfaces for customer discovery and interaction.

Adobe said the acquisition will help marketers better manage brand visibility across both traditional search engines and emerging AI platforms, while delivering more personalized and scalable customer experiences.

Source: Adobe press release