Jet2, the UK’s largest tour operator and, by its own count, its third-largest airline, has signed a multi-year partnership with Adobe to personalize holiday offers, recommendations, and support for its 10 million myJet2 customers using agentic AI.
Jet2 will run Adobe CX Enterprise, the agentic platform Adobe introduced in April, with its CX Enterprise Coworker tool at the center.
Coworker coordinates AI agents that help Jet2 staff produce personalized, on-brand material across applications, and sits within Adobe’s customer experience business.
The system will make recommendations by taking into account each traveler’s preferences and booking history; for instance, one person will see suggestions for family resorts, another will receive ideas for city breaks, and those already overseas can get daily itineraries for their trip.
Adobe will also provide Jet2 with a single profile for each of myJet2’s customers. This profile enables the airline and the tour operator to send offers and messages at appropriate times during a trip using all the channels the system supports.
On the content side, Jet2 will use Adobe Firefly Foundry to build custom AI models trained on its own brand assets and approved material. Adobe Brand Intelligence will check that output against Jet2’s brand standards as it moves through production.
With Adobe Brand Visibility, Jet2 will track how its content appears in chatbots and large language models and adjust it as more holidaymakers ask AI tools for travel advice.
The two companies are also opening a Jet2 x Adobe Customer Experience Lab. Adobe’s forward-deployed engineers will sit with Jet2’s digital, customer, and technology staff to test and scale new AI services, starting with better ways to match customers with holidays that fit their tastes and past trips.
“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,” said David Hills, Chief Customer Officer at Jet2.
Nathan Hancock, Adobe’s vice president and managing director for the UK, Ireland, the Middle East, and Africa, said travelers increasingly expect quick, relevant answers, whether they are after a suggestion, a tailored deal, or a change of plans.
“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.”