Jet2 Brings Adobe Agentic AI To 10 Million Customers For Personalised Holidays

Jet2 is bringing agentic AI into its holiday business through a multi-year Adobe partnership that will use customer preferences and booking habits to deliver personalised destination recommendations, offers, support, and itinerary suggestions to its 10 million myJet2 customers, according to Adobe Newsroom.

The partnership will also see the two companies establish a dedicated customer experience lab to develop and test new AI-powered travel services.

 

TL;DR

 

• Jet2 and Adobe have signed a multi-year partnership focused on AI-powered holiday personalisation.
• Adobe’s agentic AI technology will support recommendations, offers, messages, and itinerary suggestions for 10 million myJet2 customers.
• The companies will also launch a joint Customer Experience Lab to develop new AI-powered travel services.

 

Adobe and Jet2 have announced a multi-year strategic partnership that will bring Adobe’s customer experience and agentic AI technology into Jet2’s holiday business, according to Adobe Newsroom.

At the centre of the partnership is Adobe CX Enterprise Coworker, an agentic AI system designed to coordinate customer experience and marketing workflows.

Jet2 plans to use the technology to help its teams create personalised experiences across applications while keeping content consistent with the company’s brand.

Adobe said the technology will use information such as customers’ travel preferences and booking habits to make offers and recommendations more relevant.

This could include recommending family-friendly resorts to some customers, suggesting city breaks to others, or creating personalised daily itinerary suggestions while customers are already on holiday.

Adobe also plans to give Jet2 a unified view of individual myJet2 customers to help deliver personalised messages and offers across supported channels.

The scale is notable, with Jet2 saying its myJet2 programme has around 10 million customers.

David Hills, Chief Customer Officer at Jet2, said the company wants AI to “make every interaction more personal, more relevant, more timely and always helpful,” according to Adobe Newsroom.

 

The deal extends beyond customer recommendations.

Jet2 will use Adobe Firefly Foundry to develop custom AI models informed by its brand assets and approved material.

It will also use Adobe Brand Intelligence to help maintain and validate brand standards as content moves through its workflows.

Adobe also says it will help Jet2 optimise content for large language models as more travellers use AI-powered search tools to research destinations and holidays.

The company’s Adobe Brand Visibility tools are designed to help brands monitor and improve their visibility across AI-powered discovery environments.

The companies did not provide a specific rollout date for when every proposed customer-facing feature will become available.

 

Jet2 And Adobe Are Creating A Customer Experience Lab

 

As part of the agreement, Jet2 and Adobe will establish the Jet2 x Adobe Customer Experience Lab.

Adobe’s Forward Deployed Engineers will work alongside Jet2’s digital, customer, and technology teams to test, develop, and scale AI-powered services, according to Adobe Newsroom.

One proposed use involves finding smarter ways to match customers with holidays based on their preferences and previous travel history.

Nathan Hancock, Adobe’s Vice President and Managing Director for the UK, Ireland, Middle East and Africa, said the two companies are “creating something that will transform travel experiences.”

For Jet2 customers, that potentially means AI becoming involved at more points across the holiday journey, from discovering where to travel and receiving relevant offers to planning activities after arriving at a destination.