Adobe partners with Jet2 to deploy agentic AI for travel

Adobe announced a multi-year strategic partnership on Sept. 22, 2026, with Jet2, the largest tour operator and third largest airline in the United Kingdom. The collaboration will integrate Adobe CX Enterprise and agentic artificial intelligence into Jet2's operations to deliver personalized offers, itinerary planning, and customer support to 10 million myJet2 members.

The core of the initiative involves Adobe CX Enterprise Coworker, which relies on agentic AI to help Jet2 staff produce tailored travel recommendations across applications. The tour operator will also employ Adobe's content supply chain tools, including Adobe Firefly Foundry for custom brand-trained AI models and Adobe Brand Intelligence to enforce brand standards across customer channels.

As part of the agreement, the companies are launching the Jet2 x Adobe Customer Experience Lab. The facility will embed Adobe Forward Deployed Engineers directly alongside Jet2's digital, customer, and technology teams to develop, test, and scale new AI-driven travel planning tools.

Jet2 operates across 14 airport bases in the United Kingdom, including London Gatwick, London Stansted, and Manchester. Adobe stated it will also assist Jet2 in optimizing holiday content for large language models to reach travelers who research trips through conversational AI search engines.