Heathrow partners with Adobe to utilise agentic AI

Heathrow is extending its partnership with Adobe to integrate agentic AI and personalised digital experiences, helping passengers find accurate, relevant airport information across websites and AI-powered search platforms.

Summary:

Heathrow is extending its partnership with Adobe to integrate agentic AI and customer experience orchestration technology into its digital transformation strategy, supporting more personalised passenger experiences and improved customer service.
Adobe CX Enterprise, including Adobe Experience Manager and Adobe Brand Visibility, will help power Heathrow’s website, delivering relevant content across digital channels and AI platforms such as ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI.
The partnership will strengthen Heathrow’s visibility and accuracy across AI-powered search, helping passengers find trusted airport information while enabling the airport to better understand and optimise how its content appears across emerging digital discovery platforms.

Heathrow – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is extending its partnership with Adobe to place agentic AI and customer experience orchestration technology at the heart of the airport’s ongoing digital transformation. The Adobe partnership aims to deliver AI-powered, personalised experiences and best-in-class customer service.

Passenger expectations for seamless, personalised digital experiences continue to grow. Adobe’s customer experience orchestration solutions will play a crucial role in helping Heathrow become more of an agentic-led organisation, ensuring it can continue to deliver exceptional customer experiences and stronger business outcomes.

“At Heathrow, our purpose is simple: to make every journey better, for passengers, communities and the businesses that depend on us,” said Stephen Glenfield, Head of Digital, Heathrow. “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. 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.”

Heathrow’s website, which receives over 50 million website visitors every year, will be powered by Adobe CX Enterprise, an end-to-end agentic AI system that simplifies how businesses manage their entire customer lifecycle, from acquiring and engaging prospects to driving conversion and lasting loyalty. As part of Adobe CX Enterprise, Adobe Experience Manager and Adobe Brand Visibility, will help Heathrow to deliver more personalised, dynamic content, that is relevant and meaningful for passengers, as well as optimised for AI platforms, such as ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI. This will help passengers find information, accessibility programmes, community engagement, and government and stakeholder resources, across web browsers and AI-powered platforms.

Brand visibility across AI discovery surfaces has never been more important, with Adobe research finding one in four consumers now use AI platforms as their primary source of information when making travel decisions. With Adobe Brand Visibility, Adobe and Heathrow will partner to increase Heathrow’s brand, product, content visibility and accuracy in AI-powered search. This will support Heathrow in tracking how its content is cited and positioned across major AI platforms, and identify gaps in search visibility and optimise passengers’ discovery of more accurate, authoritative Heathrow information at every stage of their journey planning.

“Heathrow is one of the world’s greatest transport hubs and after more than a decade working together, we understand the complexity involved in serving over 84 million passengers every year,” said Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe. “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.”