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Denmark's data centres have quite a small number of people working!

Politicians often express great enthusiasm when tech giants announce plans to build data centres in Denmark. “It’s an apple that has fallen into our lap, and to stick with the Apple theme, we’re on cloud nine,” Torsten Nielsen (K), who was mayor of Viborg Municipality at the time, said when Apple first announced its data centre back in 2015 . He expected 10,000 new jobs to be created in the municipality. This prospect of hundreds—if not thousands—of new jobs is often cited as a huge benefit to society. Among other places, in West Jutland, where Microsoft is planning to build three large data centres. “I am very pleased when large companies as Microsoft choose to make significant investments in Denmark and help create new jobs. I am confident that this new data center region in the municipalities of Esbjerg and Varde can help develop West Denmark and contribute to growth, new jobs and even greater progress,” Stephanie Lose (V), then minister for economic affairs, said in Microsoft’s pre...
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Adobe to acquire Semrush for $1.9Bn

Adobe announced on Wednesday that it’s buying Semrush, a well-known search engine optimization company, for about $1.9 billion in cash. The deal reflects Adobe’s push to strengthen its marketing tools beyond creative software like Photoshop.


Adobe plans to pay $12 per share for Semrush — nearly double Tuesday’s closing price of $6.89, when the company was valued at around $1 billion.

The acquisition shows Adobe’s bet on a fast-changing digital landscape, where brands don’t just need to be visible on Google anymore. As consumers increasingly rely on AI—whether it’s chatbots, agents, or AI-powered browsers—to search, shop, find recipes, read the news, or plan travel, companies are now competing to show up in these AI results. That shift has opened an entirely new market for SEO platforms like Semrush.

Adobe’s own analytics highlights the trend: as of October, traffic coming to retail websites through generative AI tools surged 1,200% compared to a year ago.

To tap into this change, Semrush has been developing what it calls “generative engine optimization,” or GEO, offering tools that help brands optimize for both traditional search engines and AI platforms such as ChatGPT, Claude, Copilot, Grok, and Perplexity.

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” said Anil Chakravarthy, president of Adobe’s Digital Experience Business. “With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside traditional SEO, helping drive visibility, engagement, and conversions across the ecosystem.”

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