Adobe plans to acquire Semrush for $1.9 billion, aiming to enhance its marketing offerings and capitalize on the rise of generative AI. The deal, priced at $12 per share, reflects Adobe's belief that companies will prioritize optimizing content for AI tools. Semrush has been investing in 'generative engine optimization' to track and improve website performance using traditional SEO and AI engine optimization. Adobe's acquisition aims to unlock GEO for marketers, driving visibility, engagement, and conversions across the ecosystem as brand visibility is reshaped by generative AI.