Jet2, the UK’s largest travel agent and third largest airline, has announced a multi-year partnership with Adobe to personalise holiday offers, recommendations and support for its 10 million myJet2. The partnership is based on the use of artificial intelligence (AI) to improve the customer experience, making every interaction more personal and relevant.
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Jet2 will leverage the Adobe CX Enterprise, which Adobe introduced in April of this year. At the heart of this platform is the CX Enterprise Coworker, which coordinates AI agents that help Jet2 staff create personalized, on-brand content across applications. The tool is part of Adobe’s Customer Experience business unit and is designed to streamline customer service processes.
The system will provide recommendations based on each traveler’s preferences and booking history. For example, one customer might see suggestions for family-friendly resorts, while another might get ideas for city breaks. Additionally, those already abroad can receive daily itineraries for their trip, further personalizing their vacation.
Adobe will also provide Jet2 with a single profile for each myJet2 customer. This profile allows the airline and tour operator to send offers and messages at appropriate times during a trip, using all the channels supported by the system. This way, Jet2 can communicate with its customers more accurately and effectively.
On the content side, Jet2 will use Adobe Firefly Foundry to create custom AI models trained on its own brand assets and approved material. Adobe Brand Intelligence will verify that the production is in line with Jet2’s brand standards as it progresses through production. This ensures that the content produced is always consistent with the company’s image and values.
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With Adobe Brand Visibility, Jet2 will monitor how its content appears in chatbots and large language models and adapt as more travelers seek travel advice from AI tools. This level of monitoring and adaptation is critical as customers increasingly expect fast, relevant answers to their questions.
The two companies are also opening a Jet2 x Adobe Customer Experience Lab. Adobe engineers will work with Jet2’s digital, customer and technology teams to test and scale new AI services, starting with better ways to match customers with vacations that fit their preferences and past travel experiences. This collaboration aims to continuously improve services and innovate in the area of vacation personalization.
David Hills, Chief Customer Officer at Jet2, said: “The partnership with Adobe will enable the airline to serve its customers even better, using the power of AI to make every interaction more personal, relevant, timely and always useful. This strengthens Jet2’s differentiation and brings the airline even closer to its customers.
Nathan Hancock, vice president and general manager of Adobe UK, Ireland, Middle East and Africa, said: “Travelers increasingly expect fast, relevant responses, whether it’s a suggestion, a customized offer or a change of plans. The partnership with Jet2 is about building on this foundation, creating something that will transform travel experiences.
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This partnership between Jet2 and Adobe is a significant step towards personalizing holidays, offering customers a more tailored and enjoyable travel experience. With AI at its core, Jet2 aims to deliver services that meet customers’ growing demands for personal and instant solutions, making the travel experience not only more enjoyable but also more efficient.
