Adobe and Jet2 announced a multi-year strategic partnership on September 22, 2026, deploying Adobe CX Enterprise with agentic AI to personalize holiday experiences for 10 million myJet2 customers [1][1]. The deal anchors a co-innovation Customer Experience Lab with forward-deployed Adobe engineers embedded alongside Jet2’s digital and technology teams [1]. The win reinforces Adobe’s 9.4% CRM market share position as enterprise demand for agentic AI accelerates, with 86.6% of decision-makers (n=830) ranking it a high-priority technology [2][3].
What Is Covered in This Article:
- Adobe-Jet2 multi-year agentic AI partnership announcement [1]
- Adobe CX Enterprise Coworker and content supply chain stack deployment [1][1]
- Customer Experience Lab co-innovation model with forward-deployed engineers [1]
- Enterprise agentic AI demand signals and CRM market positioning [3][2]
The News: Adobe and Jet2 announced a multi-year strategic partnership on September 22, 2026, targeting personalized holiday experiences for Jet2’s 10 million myJet2 customers [1][1]. At the core is Adobe CX Enterprise Coworker, which uses agentic AI to help Jet2 colleagues deliver on-brand personalized experiences at scale across applications [1]. The partnership also establishes the Jet2 x Adobe Customer Experience Lab, embedding Adobe forward-deployed engineers alongside Jet2’s digital, customer, and technology teams to rapidly test, build, and scale AI-powered services [1]. Adobe Firefly Foundry will enable custom AI models informed by Jet2’s brand assets, while Adobe Brand Intelligence maintains brand standards across workflows [1]. Adobe will additionally help Jet2 optimize content for large language models as holidaymakers increasingly use AI search to research trips [1]. Jet2 is the UK’s largest tour operator and third-largest airline, operating from 14 UK airport bases [1].
Adobe Lands Jet2 to Prove Agentic CX at Scale
Analyst Take: This partnership is a meaningful enterprise reference win for Adobe. Jet2 is not a fringe deployment: it is the UK’s largest tour operator with 10 million loyalty members, a high-frequency consumer relationship, and a brand built on customer satisfaction scores that are, in the words of Jet2 Chief Customer Officer David Hills, ‘significantly ahead of the market’ [1][1]. Winning that mandate with a full CX Enterprise stack validates Adobe’s agentic AI positioning at exactly the moment enterprise demand is peaking [3].
A Full-Stack Deployment, Not a Point Solution
The Jet2 deal deploys Adobe’s integrated portfolio across the entire customer journey. Real-Time CDP delivers a unified customer view. Journey Optimizer drives personalized offers and messages across channels. Firefly Foundry enables custom AI models trained on Jet2’s brand assets, and Brand Intelligence enforces consistency across workflows [1]. Adobe CX Enterprise Coworker ties it together with agentic AI, enabling Jet2 colleagues to act on insights at scale without manual intervention [1]. This breadth matters competitively. Adobe is not selling a single module; it is landing an end-to-end content and data stack. For enterprise buyers evaluating CRM and CX platforms, that integrated footprint is harder to displace than a point solution and directly supports Adobe’s effort to grow beyond its current 9.4% CRM market share [2].
The Customer Experience Lab as a Competitive Moat
The Jet2 x Adobe Customer Experience Lab is the structural element of this deal that deserves the most attention. Embedding forward-deployed engineers alongside Jet2’s digital, customer, and technology teams creates a co-innovation loop that accelerates time to value and raises switching costs simultaneously [1]. This model directly addresses a key enterprise budget driver: 55.1% of enterprise decision-makers (n=830) cite faster time to value realization as a top confidence factor in technology spending [3]. By co-locating engineers with Jet2’s product and data teams, Adobe shortens the gap between capability deployment and measurable business outcome. That is a differentiated go-to-market motion that pure-software competitors cannot easily replicate without similar services investment.
Market Timing and the Agentic AI Demand Wave
Adobe is executing this partnership into a favorable demand environment. In Futurum’s 1H 2026 enterprise decision-maker survey (n=830), 86.6% ranked agentic AI as a high-priority underlying technology [3], and 51.3% identified sales, marketing, or service functions as a top projected deployment area [3]. A prior 2H 2025 survey (n=865) showed 54.7% of decision-makers targeting customer engagement, specifically personalized and automated experiences, as a leading agentic AI use case [4]. The Jet2 deployment maps precisely to all three signals. The broader enterprise software market provides the long-term runway: the base-case forecast runs from $379B in 2025 to $762B by 2031 at a 12.2% CAGR [2]. Adobe, holding $5.3B in CRM revenue and a 9.4% market share as of 2025 [2], is positioned to capture an outsized share of that growth if it can replicate the Jet2 model across other large consumer-facing verticals.
What to Watch:
- Vertical replication: whether Adobe closes comparable CX Enterprise mandates in adjacent consumer verticals such as hospitality, retail, or financial services over the next two quarters
- Customer Experience Lab expansion: how many forward-deployed engineer engagements Adobe announces in Q4 2026 and Q1 2027 as a signal of how broadly it scales this co-innovation model [1]
- Agentic AI conversion rate: what share of Adobe’s existing Real-Time CDP and Journey Optimizer install base upgrades to CX Enterprise Coworker as agentic AI adoption accelerates [1][3]
- CRM share trajectory: whether Adobe’s 9.4% CRM market share [2] moves measurably in the next annual market sizing cycle as large enterprise wins compound
- LLM content optimization traction: how quickly Jet2’s AI-search visibility improves and whether Adobe packages that capability as a standalone offering for other enterprise clients [1]
Read the complete details about the Adobe-Jet2 partnership on Adobe’s website.
Sources
- Adobe and Jet2 Partner to Deliver Agentic AI-Powered Personalised Experiences to Millions of Jet2 Holidaymakers, Adobe, September 2026
- 2H 2026 Enterprise Applications Market Sizing & Five-Year Forecast, Futurum Research, August 2026
- 2H 2026 Enterprise Applications Decision Maker Survey Report, Futurum Research, August 2026
- 1H 2026 Enterprise Software Decision Maker Survey Report, Futurum Research, February 2026
Declaration of generative AI and AI-assisted technologies in the writing process: This content has been generated with the support of artificial intelligence technologies. Due to the fast pace of content creation and the continuous evolution of data and information, The Futurum Group and its analysts strive to ensure the accuracy and factual integrity of the information presented. However, the opinions and interpretations expressed in this content reflect those of the individual author/analyst. The Futurum Group makes no guarantees regarding the completeness, accuracy, or reliability of any information contained herein. Readers are encouraged to verify facts independently and consult relevant sources for further clarification.
Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.
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Author Information
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
