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 Adobe has agreed to acquire SEMrush for $1.9bn, signalling a major shift in digital marketing. As SEMrush pivots from traditional SEO to Generative Engine Optimisation (GEO), this move positions Adobe to help brands stay visible in AI-powered search tools like ChatGPT, Gemini and Perplexity. 

In this episode, I break down what the deal means, why GEO matters now more than ever, and why brands and agencies must act fast to stay discoverable in the age of AI. 

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