Finalized acquisition of Semrush by Adobe will further capitalize on its already-existing capabilities to provide companies the most efficient tools to find and engage with audiences. As AI-enabled interfaces and intelligent agents continue to influence how consumers discover, consider, and decide on their brands.
Redefining Customer Experience Orchestration in the Agentic AI Era
In the realm of customer experience orchestration (CXO) a seismic shift is afoot with agentic AI taking center stage at enterprise. Adobe is offering Adobe CX Enterprise, a comprehensive operation-wide, agentic AI solution incorporating intelligence and governance throughout the content supply chain, customer engagement and brand awareness.
This platform allows companies to merge formerly disparate data and content ecosystems, empower AI agents to manage workflows that guide toward a company’s objectives, and execute personalized experiences at scale. In turn, companies can win fans with customized experiences, while reducing costs and improving decision making.
Expanding SEO, GEO, and AI Search Capabilities
As AI created search experiences become a trend, the need to be visible has become more crucial. Adobe said that, according to their own statistics, in March 2026, the share of AI traffic on retail websites was 269% higher than last year in the US.
The combination of Semrush demonstrates how Adobe is enhancing its abilities in search engine optimization (SEO), generative engine optimization (GEO), agentic search optimization (ASO). This combined offering enables organizations—from small businesses to global enterprises—to close visibility gaps and better position themselves across both traditional and AI-driven discovery channels.
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Adobe is also leveraging Semrush’s established customer base and data intelligence to enhance its broader ecosystem, including Adobe Experience Manager, Adobe LLM Optimizer, Adobe Commerce, Adobe Experience Platform (AEP), and Adobe Brand Concierge. These integrations aim to provide a unified approach to managing brand presence across AI platforms while strengthening direct customer engagement.
“The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren’t optimizing for that world today will find themselves invisible tomorrow,” said Anil Chakravarthy, President of Adobe’s Customer Experience Orchestration Business. “Together with Semrush’s leading SEO platform and agentic search intelligence, Adobe will empower our customers with an even more powerful solution: the full picture of how their brands show up to consumers, from discoverability in search engines and LLMs to content creation, customer engagement and conversion, all in one integrated system at scale.”
“Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today,” said Bill Wagner, chief executive officer of Semrush. “By joining Adobe, we see an incredible opportunity to build the definitive platform for brand visibility in an AI-driven world, helping marketers ensure their brands are found, trusted and chosen at every touchpoint.”
As digital consumption continues to move toward conversational mode and increasingly interacting with AI on their own, companies need to reimagine their marketing as well. Consumers used to do traditional search, now they are talking to Large Language Models and AI Agents to help them decide. To remain competitive, organizations need to ensure they are backing up a sound SEO 100% foundation going forward with a clear investment in The GEO and ASO paths.
Only this approach will facilitate a constancy of brand awareness and relevance/ trust over owned and 3rd party assets. With further investment and adoption, I can see Adobe and Semrush end sourcing a compelling and futureproof full-stack presentation for the growing AI landscape within marketing.