I’m thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has helped countless businesses craft powerful campaigns to attract and nurture high-quality leads. With her deep knowledge of analytics, performance optimization, and lead generation strategies, Milena is the perfect person to unpack the recent news of Adobe’s acquisition of Semrush. In this conversation, we dive into the strategic motivations behind the deal, the growing importance of brand visibility in the era of generative AI, and how this partnership could reshape the landscape for marketers looking to stay ahead of evolving consumer behaviors and digital trends.
Can you walk us through the standout details of Adobe’s acquisition of Semrush and what makes this deal significant?
Absolutely, this is a major move in the digital marketing space. Adobe is acquiring Semrush in an all-cash deal valued at approximately $1.9 billion, with a per-share price of $12.00. The transaction is expected to close in the first half of 2026, assuming regulatory and shareholder approvals go through as planned. What makes this significant is the sheer scale and strategic alignment—Adobe, a powerhouse in customer experience and content solutions, is bringing on board Semrush, a leader in SEO and generative engine optimization (GEO). This isn’t just a financial play; it’s a clear signal of where the industry is heading with AI-driven search and brand visibility.
What do you think drove Adobe to pursue Semrush at this particular moment in time?
I believe timing is everything here. Adobe is looking to strengthen its position in the digital experience ecosystem, and Semrush’s expertise in SEO and GEO aligns perfectly with that goal. Brand visibility has become a critical focus as consumers increasingly rely on AI tools like large language models for information and decision-making. Adobe sees an opportunity to help brands stay relevant in these new search environments, and Semrush’s capabilities provide the tools to do just that. It’s about staying ahead of the curve in a rapidly shifting landscape.
How does this acquisition connect to broader trends like generative AI and changing consumer behaviors?
Generative AI is fundamentally changing how consumers interact with brands. We’re seeing a massive uptick in traffic from AI sources to retail sites—Adobe Analytics reported a 1,200% year-over-year increase just last October. People are turning to platforms like ChatGPT for recommendations and purchases, which means brands need to be discoverable in these new spaces. This acquisition positions Adobe and Semrush to help marketers adapt by optimizing for AI-driven search, ensuring brands don’t get left behind as consumer habits evolve.
What unique strengths does Semrush bring to Adobe’s already robust portfolio of tools?
Semrush is a heavy hitter when it comes to brand visibility solutions. They’ve got over a decade of SEO expertise and have recently shown impressive growth, especially with enterprise clients—think a 33% year-over-year increase in Annual Recurring Revenue in that segment. Their tools complement Adobe’s existing offerings like AEM and Adobe Analytics by adding a layer of data-driven insights into how brands perform across search and AI platforms. Together, they create a more holistic approach for marketers looking to understand and enhance their digital presence.
How do you see this partnership benefiting marketers in practical, day-to-day ways?
Marketers are going to see a game-changer here. The combined power of Adobe and Semrush means better tools to boost brand visibility across multiple channels—whether it’s traditional search, AI platforms, or owned content. This partnership addresses real pain points, like figuring out how to stand out in an AI-driven world where relevance can make or break a campaign. Marketers will have access to deeper insights and strategies to ensure their brands are not just seen, but trusted and engaged with, no matter where their audience is looking.
Why is generative engine optimization, or GEO, emerging as such a vital focus alongside traditional SEO?
GEO is becoming a new frontier because AI platforms are now a primary interface between brands and consumers. Traditional SEO gets you found on Google, but GEO ensures your brand is represented accurately and prominently in AI-generated responses. It’s a growth channel that marketers can’t ignore as more people rely on these tools for information. Adobe and Semrush together are well-positioned to guide brands through this shift, helping them adapt their content and strategies to stay visible in these emerging spaces.
What has been the vibe from Semrush’s leadership about joining forces with Adobe?
From what’s been shared publicly, Semrush’s leadership seems genuinely excited about this move. Their CEO, Bill Wagner, has emphasized how this combination will give marketers more insights and capabilities to navigate the evolving digital landscape, especially with AI-driven search. It’s clear they see this as a chance to amplify their impact by leveraging Adobe’s scale and expertise in customer experience solutions. There’s a shared vision here of empowering brands in a transformative way.
What’s your forecast for the future of brand visibility and SEO in light of partnerships like this one?
I think we’re on the cusp of a major evolution in how brand visibility is managed. Partnerships like Adobe and Semrush signal a shift toward integrated solutions that blend traditional SEO with AI-driven strategies like GEO. My forecast is that over the next few years, we’ll see brand visibility become even more tied to AI relevance—marketers will need to optimize for both human and algorithmic audiences. The tools and insights from this kind of collaboration will likely set the standard, pushing brands to rethink how they connect with consumers in a world where AI is increasingly the first point of contact.
