How Heathrow Airport is partnering with Adobe to prepare for the agentic era.
10-08-2026
AI has become a new starting point for customer journeys. So much so that AI assistants and agents are increasingly shaping how people find, evaluate and engage with brands, rewriting the traditional discovery journey in the process. Few industries make that shift more tangible than travel, where passengers rely on accurate, up-to-date information to plan and make decisions. In fact, the 2026 Adobe AI and Digital Trends Report found that one in four consumers now use AI platforms as their primary source of information when making travel decisions.
This means the passenger journey may now begin with a conversation rather than a website visit or a page of search results. Travelers are asking AI assistants about everything from baggage and parking to accessibility, flight information and terminal services, expecting immediate and trustworthy answers. As the agentic web takes shape, success increasingly depends on whether AI systems can understand a brand, recognise it as an authoritative source and represent it accurately when customers ask questions.
What strikes me about this moment is how quickly the behavior has shifted. For marketers, understanding how brands appear in AI-generated answers is becoming a growing priority, including how LLMs interpret and cite their content.
That's particularly significant for Heathrow Airport, which welcomes more than 84 million passengers each year and served more than 50 million visitors to Heathrow.com last year. Wherever and however those passengers ask a question, Heathrow wants the answer they receive to be accurate, trusted and unmistakably Heathrow. The opportunity is significant too, with our recent research finding that AI-referred traffic converts at 4.4x the rate of organic search.
To prepare for this new era of discovery, Heathrow is expanding its long-standing partnership with Adobe. With Adobe Brand Visibility, Adobe’s unified generative engine optimization (GEO) platform, Heathrow can look beyond traditional search optimization to understand how passengers interact with AI and how LLMs like ChatGPT, Google Gemini, and Microsoft Copilot to interpret and display its content, helping its content perform better across AI-generated results.
A new Heathrow.com built on Adobe Experience Manager, Adobe’s industry-leading content management system with agentic capabilities to drive brand visibility and website performance, will support passengers from their first search through to future travel and give Heathrow the scalability to personalize experiences more efficiently.
Together, Adobe Brand Visibility and Adobe Experience Manager, part of Adobe CX Enterprise, will help Heathrow connect how its brand is represented in AI-powered discovery with the experience passengers receive when they engage directly with the airport.
"Our partnership with Adobe has evolved alongside the way passengers interact with us digitally. As AI becomes another way people discover and engage with Heathrow, we’re building the capabilities to deliver trusted information and more personalized experiences across every touchpoint.”
Stephen Glenfield
Head of Digital, Heathrow Airport
Why does brand visibility matter in the agentic era?
For enterprise brands navigating the agentic web, Heathrow’s approach is a clear signal of what the next era in GEO looks like: building the infrastructure not just to rank, but to be trusted, cited and present wherever customers and AI agents are asking questions.
Speaking at Adobe Summit London, Stephen Glenfield, Head of Digital at Heathrow Airport, described AI assistants as a new entry point for passenger journeys: “More travelers are beginning with AI instead of visiting Heathrow.com. Our job is to make sure they receive trusted Heathrow information, regardless of where they ask their questions.”
With Adobe Brand Visibility, Heathrow can structure its content so LLMs can interpret it accurately, while monitoring whether the answers passengers receive reflect its latest guidance. That means considering not only what information Heathrow publishes, but also how its brand, tone, content structure and metadata help AI systems retrieve its latest guidance. For an airport, where details change frequently and even small inaccuracies can disrupt travel, maintaining accurate, well-structured content is essential.
From AI visibility to action.
Adobe Brand Visibility gives Heathrow a clearer picture of where its information is cited and how it is positioned across AI-powered experiences. Every day, Heathrow’s digital team can understand where Heathrow is visible, which sources are shaping AI-generated answers and where important questions or topics may not be adequately represented.
Crucially, that intelligence can help Heathrow move from identifying a visibility gap to understanding where action is needed. By surfacing opportunities to strengthen content and digital presence, Brand Visibility helps teams prioritize the changes most likely to improve how the brand appears across AI-powered discovery, then measure whether those changes are having an impact.
That’s an important evolution in how Heathrow measures its digital presence. Traditional metrics focused on page views, clicks and search rankings remain important, but the agentic web introduces another set of signals. Brand visibility, citations, share of voice and the sources AI systems rely on are equally important indicators of the airport's reach and help build a picture of whether the airport is showing up accurately and authoritatively. Measuring whether an AI assistant gives passengers the right answer is a new discipline, and one Heathrow is building into how it operates.
"Heathrow needs to be part of the conversation and our brand visibility is key to delivering that. It gives us a clearer view of how Heathrow is being represented across AI experiences, where we are showing up and where there are opportunities to strengthen our presence.”
Stephen Glenfield
Head of Digital, Heathrow Airport
How is Heathrow preparing for the next era of digital discovery?
Adobe and Heathrow have worked together for more than a decade to modernize the airport's digital experiences. This next phase of the partnership moves that relationship into new territory, helping the UK’s busiest airport become more of an agentic-led organization.
Heathrow.com remains the airport’s digital content hub, connecting passengers with the information, accessibility programs, and services they need before they arrive and throughout their time at the airport. The new site built on Adobe Experience Manager, part of Adobe CX Enterprise, supports passengers from their first search through to future travel and give Heathrow greater scale to manage trusted content and deliver more personalized experiences as passenger needs evolve.
Adobe Brand Visibility extends that strategy beyond Heathrow’s owned channels, helping the airport understand and strengthen how its brand and information appear across AI-powered discovery. Together these capabilities enable Heathrow to succeed in the new agentic era where digital experiences need to work for both passengers and the AI agents increasingly helping passengers to discover, evaluate and act.
Learn more about Adobe’s partnership with Heathrow Airport in the press release here.
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