Heathrow Airport and Adobe have extended their decade-long partnership. The updated deal places Adobe's CX Enterprise platform at the centre of Heathrow's digital operations, with a focus on personalisation for its 84.5 million annual passengers and on ensuring its content is visible and accurate in AI-powered search.
Heathrow's website receives more than 50 million visits each year. Under the extended partnership, it will be rebuilt on Adobe CX Enterprise, an agentic AI system for managing the customer lifecycle from acquisition through to loyalty. Adobe Experience Manager and Adobe Brand Visibility are both included in the scope.
Brand Visibility is the newer element. One in four consumers now use AI platforms as their primary source of information when making travel decisions, according to Adobe research. The tool lets Heathrow track how its content is cited and positioned across major AI platforms, including ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI, and to identify gaps.
"At Heathrow, our purpose is simple: to make every journey better, for passengers, communities and the businesses that depend on us. As we continue to grow, Adobe gives us the AI and customer experience technology to deliver deeper, more meaningful passenger relationships that weren't possible before. Working with Adobe, we are able to make sure that passengers get the right information whether they are on our website or querying via an LLM," said Stephen Glenfield, Head of Digital at Heathrow.
Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe said: "Heathrow is one of the world's greatest transport hubs and after more than a decade working together, we understand the complexity involved in serving over 84 million passengers every year. This partnership brings Adobe's agentic AI and customer experience technology together, to personalise those passenger relationships and ensure Heathrow's content is visible and accurate in a world where AI is increasingly the first stop on the travel journey."
The partnership covers passenger-facing content alongside accessibility programmes, community engagement and government and stakeholder resources.
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