Adobe and Jet2 launch AI-driven platform for personalized holiday services
Adobe has entered a multi-year partnership with UK tour operator Jet2 to use its AI-powered CX tools for more tailored travel experiences.
Adobe and Jet2 announced a strategic, multi-year alliance aimed at reshaping how holidaymakers interact with the airline and tour operator. By integrating Adobe’s Customer Experience Orchestration platform, Jet2 plans to provide conversational, AI-enhanced recommendations that reflect each traveller’s preferences and booking history. The CX Enterprise Coworker tool will enable staff to generate personalized offers quickly, while Adobe Firefly Foundry will allow custom AI models built on Jet2’s brand assets.
Adobe Brand Intelligence will ensure consistent branding throughout the content workflow. A joint Customer Experience Lab will bring Adobe engineers together with Jet2’s digital and technology teams to prototype and scale new AI services, such as smarter holiday matching based on travel history. Executives from both companies highlighted the goal of delivering more relevant, timely, and helpful interactions throughout the customer journey.
Why it matters
The deal shows how AI is being used to personalize travel, potentially raising service standards across the tourism industry.
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