Designing for the age of AI discovery
Heathrow’s expanded Adobe partnership highlights a new web brief: content must work for people, search engines, and AI-powered answer surfaces.
The website is becoming both an interface and a source of structured answers.
The Story
Adobe and Heathrow announced an expanded partnership covering a new flagship website, personalised experiences, and content visibility across AI-powered search and answer platforms. Adobe says Heathrow serves more than 84 million passengers annually. ([news.adobe.com](https://news.adobe.com/news/2026/10/adobe-and-heathrow-airport-partner?utm_source=openai))
The practical lesson is bigger than the partnership itself: web content now needs to be discoverable, accurate, well-structured, and useful when it is encountered outside the website’s own interface.
For Studio Wensday, this makes information architecture a creative-direction concern. A strong visual identity should be paired with clear content models, descriptive page structures, accessible language, and deliberate answers to the questions an audience is actually asking.
Studio Wensday Angle
The next web brief is partly about how machines interpret meaning.