Heathrow will use Adobe CX Enterprise, Experience Manager and Brand Visibility to personalise digital journeys and improve how airport information appears across AI-powered search platforms.
8 October 2026 — London — Adobe and Heathrow Airport have expanded their long-running technology partnership, placing agentic AI and customer experience orchestration at the centre of Heathrow’s digital transformation.
The partnership will support personalised digital experiences for more than 84.5 million annual passengers, while also addressing a newer challenge for travel brands: ensuring accurate information appears when travellers use AI platforms rather than traditional search engines.
Heathrow’s new flagship website will be built on Adobe CX Enterprise, with Adobe Experience Manager supporting content delivery and Adobe Brand Visibility helping the airport monitor and improve how its information is surfaced across AI-powered discovery tools.
Heathrow prepares for an AI-first travel journey
The way passengers research travel is changing.
Adobe says its research found that one in four consumers now use AI platforms as their primary source of information when making travel decisions. That means a growing number of journeys may begin with a conversational query about parking, terminals, accessibility or flight information rather than a conventional web search.
For Heathrow, the challenge is therefore no longer limited to maintaining an effective website. Its information must also be discoverable, accurate and clearly represented when AI systems answer passenger questions.
Stephen Glenfield, Head of Digital at Heathrow, said the expanded partnership is intended to help passengers receive reliable information whether they are using Heathrow’s website or querying a large language model.
The shift reflects a broader change in digital customer experience: businesses increasingly need to design content for both people and the AI systems acting on their behalf.
Adobe CX Enterprise will power the new Heathrow website
Heathrow’s website receives more than 50 million visitors each year, making it one of the airport’s most important customer-facing digital channels.
The new website will be powered by Adobe CX Enterprise, which Adobe describes as an end-to-end agentic AI system designed to manage customer experiences across acquisition, engagement, conversion and loyalty.
Within that environment, Adobe Experience Manager will support the creation and delivery of more personalised and dynamic content for passengers.
The platform is expected to help Heathrow serve different audiences with more relevant information, including passengers, local communities, government stakeholders and businesses connected to the airport.
For a large international transport hub, that involves managing a substantial volume of fast-changing information across multiple stages of a journey.
AI search becomes part of customer experience strategy
One of the most notable parts of the partnership is Heathrow’s use of Adobe Brand Visibility.
The technology is designed to help organisations understand how their brands and content appear across generative AI platforms and AI-powered search.
For Heathrow, that includes tracking how information is cited and represented across services such as ChatGPT, Google Gemini, Microsoft Copilot and Perplexity.
The airport will be able to identify gaps in visibility and work to improve how authoritative Heathrow information is discovered by travellers.
Nathan Hancock, Adobe’s Vice President and Managing Director for the UK, Ireland, Middle East and Africa, said AI is increasingly becoming the “first stop” in the customer journey.
That creates a new form of digital competition.
Businesses have traditionally focused on search engine optimisation, website rankings and direct traffic. As AI assistants become another discovery layer, organisations also need to consider whether their information can be understood, cited and trusted by those systems.
From SEO toward AI visibility
The Heathrow partnership illustrates how traditional digital marketing and search strategies are evolving.
For years, organisations optimised websites primarily for search engines. The rise of generative AI means companies are now also thinking about AI visibility, sometimes referred to as generative engine optimisation.
The priority is not simply ranking a webpage. It is increasing the likelihood that authoritative information is correctly interpreted and surfaced by AI systems.
Adobe Brand Visibility is intended to give Heathrow insight into where its information appears, how accurately it is represented and where gaps exist.
That can be particularly important in travel, where incorrect information around baggage rules, accessibility, transport or terminal services can directly affect a passenger’s experience.
Personalisation across the passenger journey
The second major focus is personalisation.
Adobe and Heathrow say the technology will help deliver content that is more relevant to passengers throughout different stages of their journey.
A traveller researching transport several weeks before departure may need very different information from someone already inside the terminal.
The long-term objective is to create a digital environment capable of recognising those differences and presenting useful information at the appropriate moment.
Adobe’s technology will also support content relating to Heathrow’s accessibility programmes, community engagement and stakeholder resources.
Heathrow moves toward an agentic organisation
Adobe describes the partnership as part of Heathrow’s move toward becoming a more agentic-led organisation.
In practical terms, that means AI agents could increasingly assist with how content is created, organised, discovered and delivered, while helping employees manage more complex digital customer journeys.
The concept goes beyond adding a chatbot to a website.
Agentic AI systems are designed to perform multi-step tasks, coordinate information and act on defined objectives with greater autonomy than conventional generative AI tools.
In an airport environment, where information changes continuously and customer needs vary considerably, that could eventually allow digital systems to provide more contextual and responsive assistance.
However, Heathrow and Adobe’s current announcement focuses primarily on content management, personalisation and AI discovery rather than autonomous operational control.
More than a decade of collaboration
Adobe and Heathrow have worked together for more than ten years on the airport’s digital experience infrastructure.
The latest phase reflects how the priorities of enterprise digital transformation are changing.
Earlier programmes centred heavily on mobile experiences, cloud infrastructure and personalised websites. The next phase increasingly involves generative AI, AI agents and how brands interact with machine-mediated discovery.
For Heathrow, the scale of the challenge is substantial. The airport serves more than 84 million passengers annually while operating digital services used by tens of millions of visitors.
That makes consistency and information accuracy increasingly important as customer journeys become distributed across websites, apps, search engines and AI assistants.
What the partnership signals for enterprise AI
The agreement provides a practical example of how agentic AI is moving from experimentation into customer-facing enterprise infrastructure.
Rather than positioning AI only as an internal productivity tool, Heathrow is applying it to the relationship between an organisation and its customers.
The most significant shift may be the recognition that businesses no longer completely control where their digital customer journey begins.
A traveller may arrive through Heathrow.com, a traditional search engine or an AI assistant.
The technological challenge is increasingly to ensure that all three lead to reliable, useful and consistent information.
For enterprise technology teams, that means AI visibility and customer experience orchestration may become increasingly connected.
About Adobe
Adobe develops software and platforms across creativity, productivity and digital customer experience.
Its enterprise portfolio includes Adobe Experience Cloud and AI-powered tools designed to support content management, personalisation, analytics and customer experience orchestration.
About Heathrow Airport
Heathrow Airport is one of the world’s largest international aviation hubs, serving more than 84 million passengers annually.
Its digital channels support passengers across journey planning, airport services, accessibility information and travel-related resources.
