Heathrow targets passenger experience with AI upgrade

Heathrow Airport plans to use AI to personalise its digital services and help passengers find accurate airport information through platforms such as ChatGPT, Google Gemini and Microsoft Copilot.

The airport has extended its partnership with Adobe to support a new flagship website and improve how its content appears in AI-powered search. The changes form part of Heathrow’s wider digital transformation.

Its website, which receives more than 50 million visitors each year, will use the company’s customer experience technology to deliver more relevant content. The platform will also provide access to accessibility information, community programmes and resources for government and other stakeholders.

Stephen Glenfield, Head of Digital at Heathrow (c) Glenfield/LinkedIn

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.”

He added: “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.”

Reaching passengers through AI

A central element of the partnership is improving the visibility and accuracy of Heathrow information as travellers increasingly turn to AI tools to research and plan journeys. Adobe research cited in the announcement found that one in four consumers now uses AI platforms as their primary information source when making travel decisions.

Heathrow will use Adobe Brand Visibility to track how its content is cited and presented across major AI platforms. The technology will help identify gaps in visibility and support efforts to make authoritative airport information easier to discover throughout journey planning.

The website will also use the technology company’s Experience Manager, part of its CX Enterprise offering, to manage and personalise digital content. The companies describe the wider platform as an agentic AI system supporting customer interactions across different stages of their relationship with an organisation.

Nathan Hancock, Vice President and Managing Director for the UK, Ireland, Middle East and Africa at Adobe, said the companies had worked together for more than a decade.

He said: “This partnership brings [our] 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.”

Main image: Heathrow Airport