Jet2 Turns to Adobe's Agentic AI to Personalize Offers for Its 10 Million Customers

Jet2, the UK's largest tour operator with around 10 million customers, has partnered with Adobe to bring agentic AI into its customer-facing operations. The centerpiece is Adobe's CX Enterprise Coworker tool, which lets Jet2 staff generate individualized offers drawn from a customer's preferences and past booking history rather than relying on broad, one-size-fits-all promotions. The companies say the same underlying data integration will let Jet2 send tailored recommendations and personalized itineraries to travelers once they've arrived at their destination, extending personalization beyond the point of booking into the trip itself. Adobe's tools are also being used on the content side, helping Jet2 refine customer communications and optimize how that content performs when surfaced through large language models, an increasingly common consideration as more travel research happens through AI chat interfaces rather than traditional search. Jet2's Chief Customer Officer, David Hills, said working with Adobe would help the airline make "every interaction more personal, more relevant, more timely and always helpful." Neither company disclosed a specific rollout timeline or financial terms, and the announcement reads as an early-stage capability partnership rather than a single product launch, with the AI-driven personalization coworker positioned as an internal staff tool rather than a customer-facing chatbot.