Making every holiday feel personal: Inside Jet2 and Adobe’s co-innovation agentic AI partnership.
11-12-2026
For the past few years, businesses have been busy exploring what AI and agentic technology can do for them. Now, however, comes the most important part: can that investment deliver better customer experiences and results you can measure?
That’s the question behind Adobe and Jet2’s expanded, multi-year strategic partnership. Together, we’re working to deliver one of the world’s most advanced AI and agentic travel experiences, redefining how millions of Jet2 customers will discover, book, and enjoy their holidays.
Holiday planning in the age of AI search.
We all know a holiday starts well before packing our bags and setting off for the airport. Tirelessly browsing the web to find that perfect beach resort, meticulously comparing prices to secure the best deal. But today, that search increasingly starts with an AI search or question to an AI assistant: “Where can we find a family-friendly beach hotel in August?” or “What are the best destinations in Europe for some winter sun?”.
Holidaymakers expect the answers to fit them, the offers to arrive while they’re still dreaming and planning, and the customer service to keep up while on their trip. This what Jet2 and Adobe’s expanded partnership is built to deliver.
Adobe CX Enterprise sits at the heart of the relationship, connecting Jet2’s content, customer data, and decisions. AI agents will help at each stage of the holiday journey: engaging customers, producing content, and making sure Jet2 shows up, consistently and accurately, when someone uses AI to plan a trip.
Some 80% of consumers now rely on AI-generated answers for a significant portion of their search journey, and brands that show up in those answers convert AI-referred traffic at 4.4x the rate of organic search.
As David Hills, Chief Customer Officer at Jet2, says: “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.”
What it takes to make AI work at scale.
A critical part of the expanded partnership is the new Jet2 x Adobe Customer Experience Lab. Adobe Forward Deployed Engineers will work side by side with Jet2’s digital, customer, and technology teams to test, learn, and scale new AI-powered services with care, built specifically for Jet2, not adapted from somewhere else.
The Lab is backed by joint investment, joint governance, a shared roadmap, and executive sponsorship on both sides. This is the very essence of what a partnership should look like: clear ownership, shared goals tracked together, and an operating model built to turn AI into measurable outcomes for customers, colleagues, and the business.
What changes for holidaymakers? Holidays made personal at every step.
- Finding Jet2 in an AI answer: The Jet2 and Adobe partnership is designed to connect every moment of the holiday journey more effectively, and make each step feel more personal and relevant. As holidaymakers increasingly turn to AI tools to research their next trip, Adobe Brand Visibility will help Jet2 monitor and improve how its brand is represented in AI-generated answers, so Jet2 shows up accurately when people ask for holiday ideas.
- Planning and booking through conversation: Once a holidaymaker reaches a website or app, they expect to be guided naturally through the booking process. Based on a customer’s search queries, Adobe Brand Concierge will guide Jet2 customers through tailored options, comparisons, and relevant offers, grounded in Jet2’s own data and brand-approved content, so every answer stays accurate and on brand. With a customer’s consent, shared preferences, such as remembering a family needs an interconnecting room, can make the next booking quicker and even more relevant.
- Preparing, travelling, and returning: From the run-up to their trip through to the journey home, Jet2 holidaymakers will receive offers and messages that arrive at the right moment, whether that’s a relevant add-on before travel, daily itinerary suggestions while in resort, or inspiration for the next trip once home. Adobe Real-Time CDP gives Jet2 a unified, consent-based view of each myJet2 customer, and Adobe Journey Optimizer uses that view to deliver personalized offers and messages at exactly the right time.
Exploring the AI-powered content supply chain.
Of course, behind each one of these personalized moments is content, and a lot of it. Every audience, destination, and stage of the journey needs relevant imagery, messages, and offers.
Asking marketing teams to produce every variation manually is impractical and a waste of their expertise. This is where agents make a difference, helping with the repetitive tasks and handoffs between systems that consume so much time. Marketers still set the direction, apply their judgment, and approve the result. Our principle here is simple: people lead the vision and agents accelerate the work.
Jet2 will explore this approach across its content supply chain:
- Adobe CX Enterprise Coworker will connect agents, workflows, creative systems, and governance to help Jet2 teams coordinate activities such as identifying audiences, building journeys, and launching campaigns, always backed by human oversight and approval.
- Jet2 will also use Adobe Firefly Foundry to train proprietary, IP-protected generative AI models on Jet2’s own brand, creating bespoke imagery and video that reflect different destinations and travel styles as well as adapting existing assets to produce more personalized, on-brand content without having to create new visuals for every campaign.
- Adobe GenStudio for Performance Marketing will help Jet2 produce brand-safe variations of email and paid media content, tailored to different audience segments. Automated quality checks before each campaign goes live, along with performance insights, will help teams refine and optimize content, making campaigns more relevant and effective over time.
- To maintain brand consistency as content production scales, Jet2 will use Adobe Brand Intelligence, which learns brand guidelines, approved assets, and past review decisions before checking content against Jet2’s standards, ensuring every message, image, and offer feels recognizably Jet2 before it goes live, regardless of channel or audience.
The value is in how these capabilities work together. Connecting content creation, marketing, and execution, customer engagement and governance reduces time-intensive manual work and gives teams more time for strategy, creativity, and listening to customers.
And from a governance standpoint, Jet2 always knows exactly what agents can access, what they’re permitted to do, and when a person must approve the next step. Security, transparency, consent, and brand control must be part of the workflow from the start, not added once the technology is already in use.
From AI ambition to customer impact.
The next phase of enterprise AI will not be won by the businesses that introduce the greatest number of agents. What matters is whether those agents help people deliver better work and customers get an even better experience.
For Jet2, that means building on a strong personalization foundation and bringing its customer knowledge together with Adobe’s expertise in creativity, marketing, and customer experience to further build on what is already an industry-leading position when it comes to delivering the best experience for customers.
That’s the opportunity I find most compelling about agentic AI. When the technology handles more of the routine complexity, people have more time to make the decisions that count. And when those decisions are connected to the customer journey, the results can be felt well beyond the marketing team.
Learn more about the Jet2 and Adobe partnership.
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https://business.adobe.com/fragments/resources/cards/thank-you-collections/travel-hospitality
