Jet2 signs multi-year Adobe deal to personalize holidays with agentic AI

UK tour operator Jet2 has signed a multi-year partnership with Adobe to personalize offers, recommendations, and support for its 10 million myJet2 customers using the agentic Adobe CX Enterprise platform and its Coworker tool. Jet2 will also use Firefly Foundry, Brand Intelligence, and Brand Visibility, and the two companies will open a joint Customer Experience Lab.

• Jet2 will deploy Adobe CX Enterprise and Coworker to coordinate AI agents
• Personalization covers 10 million myJet2 customers via booking history
• Firefly Foundry will train custom models on Jet2 brand assets
• The firms will open a joint Jet2 x Adobe Customer Experience Lab