Jet2, Britain's leading tour operator and third-largest airline by its own assessment, has entered into a multi-year collaboration with Adobe focused on delivering customized holiday experiences to its 10 million myJet2 members through agentic AI technology.
The partnership centers on Adobe CX Enterprise, an agentic platform that Adobe unveiled in April. At the heart of this deployment sits the CX Enterprise Coworker tool, which orchestrates multiple AI agents to enable Jet2 personnel to generate tailored, brand-consistent content across various platforms.
The AI system will generate suggestions by analyzing individual traveler preferences and prior bookings. One customer might receive recommendations for family-oriented resorts, while another sees city break options, and those already traveling can access daily itineraries customized to their current trip.
Adobe will furnish Jet2 with unified customer profiles for each myJet2 member. These profiles allow Jet2 to deliver targeted offers and communications at strategic moments throughout a customer's journey, leveraging all available communication channels within the platform.
For content creation, Jet2 plans to leverage Adobe Firefly Foundry to develop proprietary AI models trained specifically on its brand materials and vetted content. Adobe Brand Intelligence will validate this content against Jet2's brand guidelines during the production workflow.
Through Adobe Brand Visibility, Jet2 will monitor how its messaging appears within chatbots and large language models, enabling real-time adjustments as more travelers turn to AI systems for travel guidance.
The organizations are establishing a dedicated Jet2 x Adobe Customer Experience Lab. Adobe's on-site engineers will collaborate with Jet2's digital, customer, and technology teams to develop and expand new AI capabilities, beginning with enhanced methods for connecting customers with holidays matching their preferences and travel history.
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
David Hills, Chief Customer Officer at Jet2
Nathan Hancock, Adobe's vice president and managing director covering the UK, Ireland, the Middle East, and Africa, emphasized that modern travelers increasingly demand rapid, contextual responses whether seeking recommendations, personalized deals, or booking modifications.
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.
Nathan Hancock, Adobe vice president and managing director for the UK, Ireland, the Middle East, and Africa
Source: The Next Web
