Agentic AI takes off at Jet2 as Adobe partnership personalizes CX for 10 million customers

The airline’s award-winning VIP experience to be further developed through partnership with Adobe

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CX Network
09/22/2026

Jet2 airplane on the runway with buildings in the background on a sunny day.

UK airline Jet2 is using Adobe's Customer Experience Orchestration technology to deliver AI-powered personalized and conversational travel experiences for 10 million myJet2 customers. The partnership will help Jet2 strengthen customer loyalty, improve omnichannel customer experiences, and deliver more relevant travel recommendations at scale.

myJet2 is the free member account and rewards platform for Jet2.com and Jet2holidays customers, through which customers can manage their existing bookings, save shortlists, and unlock exclusive discounts.

Jet2 is the UK's largest tour operator and third-largest airline, and it announced this week that it is using Adobe's Customer Experience Orchestration technology to achieve its customer targets against the backdrop of an increasingly competitive travel industry.

However, this isn't another example of using tools with agentic AI to handle volume. Instead, Jet2 is using Adobe's technology to scale VIP experiences.

This article explains:

Exactly how Jet2 will use Adobe's Customer Experience Orchestration technology
What it means for the industry-wide drive to deliver personalized travel experiences at scale
How Jet2 will work with Adobe's forward deployed engineers (FDEs)

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How Jet2 will use Adobe's Customer Experience Orchestration and AI

Jet2 will use Adobe's Customer Experience Orchestration technology in three specific ways:

Jet2 said the jewel in the crown is Adobe CX Enterprise Coworker, which uses agentic AI to help Jet2 colleagues rapidly deliver on-brand, personalized experiences to customers at scale across applications. These capabilities mean Jet2 will be able to make offers and recommendations relevant to each traveler based on their travel preferences and booking habits.
Adobe's real-time customer data platform (CDP) will help Jet2 unify customer data across the customer journey, enabling more personalized customer experiences and AI-powered travel recommendations, by creating high-value audience segments to leverage across the entire marketing funnel.
Jet2 will also create on-brand holiday content faster and more consistently using Adobe's content supply chain tools. Adobe Firefly Foundry enables custom AI models informed by Jet2's brand assets and approved content and Adobe Brand Intelligence maintains and validates brand standards across workflows.

Adobe has a strong foothold in the agentic commerce solutions market and as part of this partnership will help Jet2 position to ensure it surfaces in AI search results by helping the airline optimize content for LLMs.

How AI helps Jet2 personalize the customer experience at scale

In the highly competitive and emotive travel and tourism industry, brands must work hard to build market share and secure repeat business.

Personalization is often the route to success and has seen brands across the travel industry leverage generative AI, CDPs and predictive analytics to improve customer engagement, drive loyalty, and deliver tailored travel recommendations across the customer journey.

UK Civil Aviation Authority data for Q2 this year confirms that Jet2 and rival Ryanair both saw a nine percent year-on-year growth in passenger numbers as total traveler numbers across all airlines reached 81.16 million and set a new record.

Even though ticket prices are higher than its rival, customer reviews consistently favor Jet2, particularly for its in-flight experience and flexible policies.

David Hills, chief customer officer at Jet2 said: "At Jet2, our customers are at the heart of everything we do. Customers know they will always receive a VIP experience when they holiday with us, reflected in our industry-leading customer satisfaction scores, which are significantly ahead of the market.

"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 – strengthening what makes Jet2 different and bringing us even closer to customers," he continued.

How airlines use generative AI and agentic AI to personalize travel experiences

Jet2 isn't the first airline to use AI to personalize and scale CX.

Swiss Airlines developed the generative AI bot Heidi, to guide travelers to choose hyper-personalized destinations and itineraries.

Speaking to CX Network in 2025, the airline's digital adoption and innovation expert Edward Pauls, said: "With Heidi, they can tell us that they are a family of three with a dog, and they're looking for destinations with a beach. The bot will then give them suggestions and perhaps it will be a specific destination that person would never have dreamed of visiting, but it's a great fit for their needs."

At Malaysian Airlines, service agent Mavis supports customers across critical moments of the travel journey, and when the query is too complex or sensitive for AI to handle, it brings a human into the conversation.

Mavis primarily handles flight status and schedules, booking and itinerary details, check-in access, boarding gate information, lowest fare discovery, seat upgrades, and more.

How Adobe's forward deployed engineers will help Jet2 build new AI services

The partnership established the Jet2 x Adobe Customer Experience Lab, which will see Adobe's forward deployed engineers (FDEs) collaborate with Jet2's digital, customer and technology teams to rapidly develop and build new AI-powered services.

FDEs are embedded technology partners who work with client organizations to help design, develop, and deploy AI-centric solutions that align to their business priorities.

The two said the resulting solutions will give customers "new ways to plan, book and enjoy their holidays".

Working side by side, combining Jet2's "deep understanding" of its customers and their holidays with Adobe CX Enterprise and agentic technology, the teams will be able to rapidly test, build and scale new AI-powered services, such as smarter ways to match customers with holidays that best suit their preferences and travel history.