Jet2 is putting artificial intelligence much closer to the centre of its customer experience through a new multi-year partnership with Adobe. The UK travel company plans to use agentic AI, customer data and generative AI tools to make holiday discovery, booking and trip planning more personalised for millions of travellers. Rather than using AI as a standalone feature, Jet2 wants the technology woven into the wider customer journey, from destination inspiration to post-booking recommendations.
Agentic AI Moves Into Jet2’s Customer Experience
At the centre of the partnership is Adobe CX Enterprise and its agentic AI capabilities. Jet2 plans to use the technology to help its teams coordinate personalised experiences across different customer touchpoints. That could mean showing different holiday ideas based on a traveller’s preferences, booking history or previous interactions. A family planning a summer break may receive recommendations suited to children, while another customer who often books short European trips could see more relevant city-break options. The same technology may also support personalised itinerary suggestions once a customer is already on holiday.
Jet2 Wants Offers to Arrive at the Right Moment
Jet2 also wants to improve how and when customers receive offers. Adobe’s customer experience technology will help the company build a more unified view of its myJet2 members and use that information to deliver more relevant messages across supported channels. With around 10 million customers in the myJet2 programme, Jet2 has a substantial amount of customer interaction data that could help refine recommendations. The goal is to move away from broad promotions and instead surface offers that better match an individual traveller’s interests, timing and previous booking behaviour.
A Jet2 and Adobe AI Lab Will Build New Travel Tools
The partnership includes the creation of a dedicated Jet2 x Adobe Customer Experience Lab. The initiative will bring Adobe Forward Deployed Engineers together with Jet2’s digital, customer and technology teams to test and develop new AI-powered services. The lab could explore smarter ways to match travellers with destinations, hotels and experiences based on their preferences. It also gives both companies a controlled environment where they can test new ideas before rolling them out more widely across Jet2’s customer base.
Adobe Firefly Will Help Jet2 Produce Travel Content
Jet2 will also use Adobe’s generative AI and content supply chain technology to speed up the creation of travel marketing materials. Adobe Firefly Foundry can support custom AI models built around approved Jet2 assets and brand guidelines, while Adobe Brand Intelligence can help teams maintain a consistent visual and editorial identity. For a travel company that regularly promotes destinations, seasonal offers, new routes and hotel packages, faster content production could help marketing teams respond more quickly to changing customer demand.
Jet2 Is Preparing for AI-Powered Search
Another part of the partnership focuses on how travellers discover information through AI-powered search tools. Adobe will support Jet2 in making its content easier for large language models and generative AI systems to understand. This is becoming more important as travellers increasingly ask AI assistants for destination ideas, hotel comparisons and itinerary suggestions instead of relying only on traditional search engines. Jet2’s investment suggests the company expects AI-driven travel discovery to become a more significant part of the booking journey.
Jet2 Had Already Been Investing in AI and Customer Data
The Adobe partnership builds on Jet2’s wider investment in cloud technology, customer data and artificial intelligence. The company has previously highlighted the role of big data and AI in improving marketing efficiency and creating more personalised digital experiences. The latest agreement takes that strategy further by bringing AI directly into holiday discovery, recommendations, content production and customer engagement. It moves Jet2 beyond using AI mainly for internal analytics and places the technology much closer to the traveller.
AI Personalisation Is Becoming a Bigger Travel Battleground
Travel is becoming one of the most natural industries for AI-driven personalisation because holiday decisions involve so many variables. Travellers weigh budget, dates, departure airports, hotel preferences, family needs and destination interests before making a booking. Traditional search filters can handle some of that complexity, but agentic AI could connect more of those signals and provide recommendations that feel more tailored. The challenge will be making that personalisation useful without making customers feel that the technology is intrusive or overly dependent on their personal data.
What the Jet2 and Adobe Partnership Means
Jet2’s move shows how agentic AI is starting to move beyond pilot projects and into large-scale travel operations. The technology is not being positioned simply as a chatbot or customer service assistant. Jet2 wants AI involved in destination discovery, personalised offers, content creation, itinerary recommendations and wider customer engagement. If those systems work well, travellers may notice fewer generic recommendations and more relevant suggestions throughout their holiday journey. The most successful AI experience may ultimately be one that feels useful without constantly reminding customers that AI is involved.
Sources
Travel Weekly – Jet2 embraces AI to transform travel experience
https://travelweekly.co.uk/all-content/jet2-embraces-ai-to-transform-travel-experience
Jet2 – Adobe and Jet2 Partner to Deliver Agentic AI-Powered Personalised Experiences
https://www.jet2.com/news/2026/09/Adobe_and_Jet2_Partner_to_Deliver_Agentic_AI_Powered_Personalised_Experiences_to_Millions_of_Jet2_Holidaymakers
The Next Web – Jet2 signs multi-year deal with Adobe to personalise holidays with agentic AI
https://thenextweb.com/news/jet2-adobe-agentic-ai-personalised-holidays
Jet2 plc – Annual Report
https://www.jet2plc.com/
