Jet2, the UK’s third-largest airline by passenger numbers with 14 airport bases, has signed a multi-year strategic partnership with Adobe to deploy agentic AI across its 10 million myJet2 customer accounts.
The deal centres on a gap Jet2 has faced as its customer base scaled: holiday content and offer generation that keeps pace with individual preferences across millions of simultaneous journeys without straining its content teams. Adobe CX Enterprise Coworker provides the agentic layer — taking customer travel history and preferences as input and producing personalised destination recommendations, curated itineraries and targeted offers across supported channels.
Two further Adobe products come into the mix. Firefly Foundry builds custom generative AI models trained on Jet2’s own brand assets, so content produced at scale stays on-brand rather than generic. Brand Intelligence monitors brand standards across content workflows and flags drift. Together they address the consistency problem that comes with high-volume, AI-generated content: the more automation produces, the more likely individual outputs are to diverge from the brand’s standards without a validation layer.
A Jet2 x Adobe Customer Experience Lab will bring Adobe’s Forward Deployed Engineers alongside Jet2’s internal teams, with the explicit aim of building and testing new AI services rather than deploying existing ones — including matching customers with holidays based on their actual booking history rather than aggregate preferences.
“Working with Adobe will enable us to serve our customers even better, using the power of AI to make every interaction more personal, more relevant, more timely and always helpful,” said David Hills, Chief Customer Officer at Jet2.
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