UK travel giant Jet2 is teaming up with Adobe to give its 10 million customers smarter, more personalized holiday planning.

The multi-year partnership will use Adobe’s AI tech to help Jet2 deliver custom vacation recommendations based on each traveler’s preferences and booking history. Think family-friendly resort suggestions or curated daily itineraries while you’re already on vacation.

At the center of it all is Adobe CX Enterprise Coworker, which uses what Adobe calls “agentic AI” to help Jet2 staff quickly build personalized experiences at scale. The system will pull from customer data to send the right offer at the right time, whether that’s a city break idea or a last-minute deal.

Jet2 will also tap Adobe Firefly Foundry to create on-brand content faster, using custom AI models trained on the company’s own assets. That means quicker responses to travel trends and shifting customer demand.

A new Jet2 x Adobe Customer Experience Lab will bring engineers and travel specialists together to test and build new AI services, like better ways to match customers with trips that actually fit their style.

“Our customers are at the heart of everything we do,” says David Hills, Jet2’s chief customer officer. “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.”

For indie creators and travelers alike, it’s a glimpse at how AI is reshaping the experience economy.