Adnani was IS's propaganda chief, top recruiter and the reported mastermind of a string of IS-claimed attacks in the West.
In Washington, the Pentagon said US-led coalition forces had targeted Adnani in an air strike in Syria's Aleppo province yesterday but did not immediately confirm his death.
Russia's military said one of its air strikes had killed Adnani in a bombing raid yesterday that left up to 40 IS jihadists dead - a claim dismissed by US officials as "a joke".
Adnani was "the most viscerally aggressive ISIS leader in the public eye," said Charles Lister, a senior fellow at the Middle East Institute, using one of several names for IS.
"Without his explosive voice, ISIS may find it hard to inspire the intense levels of violence that it has managed to inspire of late."
Adnani, a Syrian born in 1977, was one of IS's most recognised leaders, at the heart of a sophisticated propaganda and recruitment machine that produced slick videos and sustained a huge social media presence.
The IS-affiliated Amaq news agency announced Adnani's death late yesterday, saying he "was martyred while surveying operations to repel the military campaigns against Aleppo" in northern Syria.
Pentagon spokesman Peter Cook said US-led coalition forces had "conducted a precision strike" targeting Adnani near the IS-held town of Al-Bab in Syria's northern Aleppo province.
"We are still assessing the results of the strike but Adnani's removal from the battlefield would mark another significant blow to ISIL," he said.
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