Outlook Business Desk
Adobe Inc., known for products like editing tools like Photoshop, Illustrator and Acrobat, has announced plans to acquire marketing software company Semrush Holdings Inc. for $1.9bn in an all-cash deal.
Adobe said the acquisition is expected to close during the first half of 2026, marking a major addition to its marketing and analytics division under the Adobe Experience Cloud.
Adobe said acquiring Semrush will allow it to provide a more complete solution that helps marketers understand how brands appear across owned platforms, large language models, traditional search engines, and the wider online space.
This marks Adobe’s first planned acquisition since it dropped its $20bn Figma bid in 2023 after regulatory hurdles in Europe and the UK forced the company to halt the proposed takeover.
Semrush shares surged by 75% to $11.83 in pre-market trading following the announcement, while Adobe’s stock saw only slight movement after reports surfaced earlier on The Wall Street Journal.
Semrush develops AI-driven tools that support companies with search engine optimisation, social media management and digital advertising campaigns.
Although best known for creative tools like Photoshop, Adobe now relies heavily on its Adobe Experience Cloud, where the Semrush acquisition is expected to strengthen insights and improve how brands track online visibility.
Despite stock pressures this year over concerns about AI’s impact on its creative model, Adobe has committed to AI tools, including chat-based editing controls and collaboration with OpenAI to integrate ChatGPT features.