Adobe and Heathrow Airport have announced an extended partnership that puts Adobe’s agentic AI and customer experience orchestration technology at the centre of the airport’s digital transformation. The deal aims to deliver personalised, AI-powered experiences to more than 84 million annual passengers, including accurate information when they research trips through AI platforms.

A new flagship Heathrow website, which receives more than 50 million visitors a year, will run on Adobe CX Enterprise, with Adobe Experience Manager and Adobe Brand Visibility helping deliver dynamic content for passengers, communities and stakeholders. Content will also be optimised for platforms such as ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI.

The structural driver is passengers turning to AI to plan travel, with Adobe research finding that one in four consumers now use AI platforms as their primary source of information for travel decisions. Adobe Brand Visibility will let Heathrow track how its content is cited and positioned across major AI platforms and identify gaps in search visibility.

“As we continue to grow, Adobe gives us the AI and customer experience technology to deliver deeper, more meaningful passenger relationships that weren’t possible before,” said Stephen Glenfield, Head of Digital at Heathrow. “Working with Adobe, we are able to make sure that passengers get the right information whether they are on our website or querying via an LLM.”

“This partnership brings Adobe’s agentic AI and customer experience technology together, to personalise those passenger relationships and ensure Heathrow’s content is visible and accurate in a world where AI is increasingly the first stop on the travel journey,” said Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe.

Heathrow, Europe’s busiest hub airport, welcomed 84.5 million passengers in 2025 and reported revenue of £3.6 billion and adjusted EBITDA of £2.0 billion in its 2025 results. The two organisations have worked together for more than a decade.

Adobe is headquartered in San Jose, California, and trades on the Nasdaq under the ticker ADBE, reporting revenue of US$23.77 billion (approximately €20.0 billion) in its FY2025 results.

For the sector, the partnership reflects airports treating AI search visibility as part of the passenger experience, ensuring travellers find accurate information before they reach the terminal.

Source: Adobe News / Adobe Business / Travel Daily News / SEC