Heathrow Airport has announced an expansion of its partnership with Adobe to reimagine its main website using Adobe’s AI customer experience software. The partnership, announced on October 8, is expected to bring significant changes to the way the airport interacts with its passengers.
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Heathrow’s new website will be powered by Adobe CX Enterprise, a system that uses AI agents to manage how a business engages and serves its customers. These agents are software that can perform tasks autonomously, improving the efficiency and accuracy of the services offered. Heathrow’s website, which receives more than 50 million visitors a year, will benefit from this technology to provide a smoother and more personalized user experience.
In addition, Heathrow will leverage Adobe Experience Manager, Adobe’s content management tool, to deliver more personalized content to passengers. This tool enables the creation, management and delivery of content across multiple channels, ensuring that passengers, local communities and government agencies receive the information they need in the most effective way.
Another important addition is the use of Adobe Brand Visibility, a tool launched in June that allows companies to track how often and how accurately they are mentioned by AI chatbots. Heathrow will use this tool to monitor how its content appears on platforms such as ChatGPT, Microsoft Copilot and Perplexity, and to identify gaps in its presence. This will allow the airport to improve the accuracy and visibility of its content in an environment where AI is increasingly becoming the first source of information for travelers.
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Stephen Glenfield, head of digital at Heathrow, said the partnership with Adobe will ensure passengers receive the right information, whether they are on the airport’s website or asking questions via a large language model (LLM). This approach is particularly important at a time when consumers are increasingly relying on AI platforms for their travel decisions.
Adobe attributes the deal to changes in the way people plan their trips. According to the company’s research, one in four consumers now use AI platforms as their primary source of information for travel decisions. While Adobe did not release details of this research, the trend underscores the importance of presence and accuracy of content on digital platforms.
Nathan Hancock, who leads Adobe’s operations in the UK, Ireland, Middle East and Africa, stressed that the agreement will keep Heathrow’s content “visible and accurate in a world where AI is increasingly the first stop on the journey.” This partnership, spanning over ten years, has already borne fruit, with Heathrow serving a record 84.5 million passengers in 2025, making it one of the busiest airports in the world.
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Despite the significance of the deal, neither company gave a launch date for the new website or disclosed the cost of the deal. However, the strategic move is expected to strengthen Heathrow’s position as a pioneer in adopting cutting-edge technologies to improve the passenger experience.
