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Title: Adobe Bolsters AI Marketing Tools With $1.9 Billion Semrush Buy

Link: https://slashdot.org/story/25/11/19/2238242/a...

Adobe is buying Semrush for $1.9 billion in a move to supercharge its AI-
driven marketing stack. Reuters reports: Semrush designs and develops AI
software that helps companies with search engine optimization, social media
and digital advertising. The acquisition, expected to close in the first half
of next year, would allow Adobe to help marketers better understand how their
brands are viewed by online consumers through searches on websites and
generative AI bots such as ChatGPT and Gemini. "The price is steep as Semrush
isn't a massive revenue engine on its own, so Adobe is likely paying for
strategic value. The payoff could be high too if Adobe can quickly turn
Semrush's data into monetizable AI products," said Emarketer analyst Grace
Harmon. "While we are positive on Adobe restarting its M&A engine given
the success that it has seen with this motion over the years... this deal
likely does little to answer the questions revolving around the company's
creative cloud business," added William Blair analysts.

Read more of this story at Slashdot.

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