Customer behavior is shifting as more people rely on AI generated answers for research and product comparisons. Tools like ChatGPT and Google Gemini are influencing how users gather information, which creates new expectations for brands working to stay visible across both search engines and AI assisted channels.
Adobe’s announcement that it will acquire Semrush highlights this change. The agreement brings SEO data, GEO insights, and AI search visibility into Adobe Experience Cloud and Adobe Experience Manager. This combination supports teams that manage content at scale and need clearer insight into how their brand appears across search and AI generated responses.
For AEM users, the addition of Semrush is expected to create stronger connections between content creation, optimization, and real performance data. Content teams will have clearer guidance on structure, metadata, and visibility across both traditional search and AI powered results. This supports a future where AI generated summaries and answers play a major role in customer discovery.
Adobe shared that traffic from generative AI sources is rising quickly across retail categories. This shows why organizations must evaluate how their content performs beyond their own sites and beyond search results alone. Integrating Semrush into Adobe Experience Cloud gives teams a richer view of how customers encounter brand information during these new patterns of engagement.
For readers who want a deeper look at the acquisition, the implications for AEM, and the connection between GEO readiness and AI search visibility, the full analysis is available here: Adobe to Acquire Semrush in a 1.9 Billion Dollar Deal Strengthening AEM, SEO, and AI Search Capabilities
This development signals a meaningful shift in how digital teams will plan, publish, and measure content as AI continues to shape how customers explore and evaluate information.
