Heathrow Airport is expanding its use of Adobe’s Artificial Intelligence and customer experience technologies to modernise its digital services, personalise passenger interactions and improve access to information across its website and AI-powered search platforms.
Heathrow Airport has extended its partnership with Adobe to introduce Agentic AI and customer experience technologies designed to improve digital services for more than 84 million passengers annually.
The agreement forms part of Heathrow’s ongoing Digital Transformation strategy and will support the development of a new website, more personalised passenger communications and improved access to airport information through AI-powered platforms.
Heathrow’s website attracts more than 50 million visitors each year, making it an important source of information for passengers, businesses, communities and government stakeholders.
Under the expanded partnership, the airport will use Adobe CX Enterprise to modernise its digital customer experience capabilities and manage interactions across different channels.
The technology will help Heathrow provide more personalised and relevant information to passengers while improving consistency across its digital services.
A central element of the project is the development of a new flagship website using Adobe Experience Manager. The platform will support the delivery of dynamic content tailored to passenger requirements, including travel information, accessibility programmes and other airport services.
Heathrow will also deploy Adobe Brand Visibility to improve how its information is discovered and represented across AI-powered search services, including ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI.
As passengers increasingly use AI platforms to research and plan journeys, Heathrow wants to ensure that information accessed through these services is accurate, relevant and consistent with its official communications.
Stephen Glenfield, Head of Digital at Heathrow, said: “At Heathrow, our purpose is simple: to make every journey better, for passengers, communities and the businesses that depend on us. 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.”
Adobe Brand Visibility will allow Heathrow to monitor how its content is cited and positioned across major AI platforms, identify gaps in visibility and improve the accessibility of authoritative airport information.
According to Adobe research, one in four consumers now uses AI platforms as their primary source of information when making travel decisions.
The findings highlight the growing importance of ensuring that organisations’ digital content can be accurately discovered and interpreted by AI-powered services, rather than relying exclusively on traditional websites and search engines.
The partnership will also support Heathrow’s wider ambition to use Agentic AI to improve customer engagement and deliver more consistent digital experiences.
Adobe CX Enterprise is designed to help organisations manage customer interactions across the entire lifecycle, from initial engagement through to ongoing service delivery.
For Heathrow, this means improving how passengers access information at different stages of their journeys while supporting communication with communities, businesses and other stakeholders.
Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe, said: “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. 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.”
The expanded agreement builds on more than a decade of collaboration between Heathrow and Adobe.
Through the latest investment, Heathrow aims to establish a more integrated digital environment that supports personalised passenger services while making official airport information more accessible across traditional and AI-powered channels.
