Singapore – Adobe and Jet2 have entered a multi-year partnership to embed agentic AI technology across the tour operator’s customer experience, targeting more personalised holiday recommendations, offers and support for millions of travellers.
The tie-up centres on Adobe CX Enterprise Coworker, an agentic AI tool designed to help Jet2 staff deliver on-brand, personalised experiences across applications at scale, according to the companies. Adobe says the technology will allow Jet2 to tailor offers and recommendations to each holidaymaker based on individual travel preferences and booking habits.
Under the arrangement, Jet2’s 10 million myJet2 customers stand to receive more targeted destination suggestions, ranging from family-friendly resort picks to city break ideas, as well as personally curated daily itinerary recommendations while on holiday. Adobe’s Customer Experience Orchestration technology underpins this shift, combining with Jet2’s existing customer service operation to support more conversational, relevant interactions.
The partnership also gives Jet2 a unified view of each myJet2 customer, enabling intelligent, personalised messaging and offers across supported channels at relevant points in the customer journey, the companies said. This builds on Jet2’s existing customer service record, which the airline and tour operator has repeatedly had recognised industry-wide.
Content production forms another strand of the deal. Adobe’s content supply chain tools, including Adobe Firefly Foundry and Adobe Brand Intelligence, are set to help Jet2 create on-brand holiday content more quickly and consistently.
Adobe Firefly Foundry enables custom AI models trained on Jet2’s own brand assets and approved content, while Adobe Brand Intelligence maintains and validates brand standards across workflows, according to Adobe. The companies said this combination should help Jet2 respond faster to shifting travel trends and customer demand.
Adobe will additionally support Jet2 in optimising content for large language models, reflecting a wider shift in how holidaymakers research trips through AI-powered search tools.
A newly established Jet2 x Adobe Customer Experience Lab forms the operational hub of the partnership. The lab brings Adobe’s forward deployed engineers together with Jet2’s digital, customer and technology teams to jointly test, build and scale new AI-powered services.
Among the planned outputs are smarter systems for matching customers with holidays suited to their preferences and travel history, drawing on both Jet2’s customer knowledge and Adobe’s CX Enterprise and agentic technology.
David Hills, Chief Customer Officer at Jet2, said, “At Jet2, our customers are at the heart of everything we do. Customers know they will always receive a VIP experience when they holiday with us, reflected in our industry-leading customer satisfaction scores, which are significantly ahead of the market.”
“Working with Adobe will enable us to serve our customers even better, using the power of AI to make every interaction more personal, more relevant, more timely and always helpful — strengthening what makes Jet2 different and bringing us even closer to customers,” Hills added.
Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe, said, “Jet2 has built one of the most trusted customer communities in UK travel and our partnership is about building on that foundation. Every day, customers expect more relevance and faster responses, whether that’s a recommendation, a personal offer, or a change to their plans. Together, Adobe and Jet2 are creating something that will transform travel experiences.”
The partnership positions Jet2, as the latest travel brands to lean on agentic AI to manage customer relationships at scale, as the sector continues to compete on personalisation and speed of service.
