Heathrow taps Adobe agentic AI to rebuild website and track LLM visibility
Heathrow Airport said on 8 October that it is extending its partnership with Adobe and will rebuild its main website on Adobe CX Enterprise, an AI customer-experience system that uses AI agents; the site draws more than 50 million visitors a year. The airport will also use Adobe Experience Manager for personalised content aimed at passengers, local communities and government stakeholders, plus Adobe Brand Visibility to track how its content surfaces on ChatGPT, Microsoft Copilot and Perplexity. Neither company gave a launch date or disclosed the deal's value.
Why it matters: It is a concrete example of a large organisation treating chatbots and LLM answers as a channel to be managed alongside its own website.
Credit: Adobe
Heathrow Airport has extended its partnership with Adobe and will rebuild its main website on Adobe’s AI customer experience software, the two companies announced on 8 October.
The new site will run on Adobe CX Enterprise. The system uses AI agents, software that can carry out tasks on its own, to manage how a business attracts and serves customers. Heathrow’s website gets more than 50 million visitors a year, according to the announcement.
Heathrow will also use Adobe Experience Manager, Adobe’s content management tool, to deliver more personalised content to passengers. The site will serve passengers, local communities and government stakeholders.
In addition, the airport will start using Adobe Brand Visibility. Adobe launched the tool in June to show companies how often, and how accurately, AI chatbots mention them. Heathrow will use it to track how its content appears on platforms such as ChatGPT, Microsoft Copilot and Perplexity, and to find gaps.
“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,” said Stephen Glenfield, head of digital at Heathrow.
Adobe linked the deal to changes in how people plan their trips. The company said its own research found that one in four consumers now use AI platforms as their main source of information for travel decisions. However, Adobe did not publish details of that survey with the announcement.
Nathan Hancock, who leads Adobe’s business in the UK, Ireland, the Middle East and Africa, said the deal would keep Heathrow’s content “visible and accurate in a world where AI is increasingly the first stop on the travel journey.”
The companies have worked together for more than a decade. Meanwhile, Heathrow handled a record 84.5 million passengers in 2025, making it one of the busiest airports in the world.
Neither company gave a launch date for the new website or said how much the deal is worth.
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