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I have heated seats on my F-Pace and Heated/Cooled seats on my XK. The listing in the parts catalogue shows the two vehicles share a similar design for this. It's not uncommon for Jaguar to re-use concepts and designs across different models.
The Heated seats have a heater pad in both cushion (item 1) and squab (item 3). The Heated/Cooled seats use the same pads and additionally have perforated air diffusers (items 6 and 7) and motorised air ducts (items 4 and 5) with replaceable filters.
The seats in my XK are perforated to allow the air through although it just looks like a pattern. Although I've only used them touring in the hotter parts of Europe, the airflow is definitely noticeable and efficiently cooling.
F-Pace parts catalogue shows similar perforated seat covers when Cooling is specified.
The heated/cooled seats use the Peltier effect (search the internet for interesting explanations). Reversing the polarity of the thermoelectric modules changes the mode, voltage controls the temperature. The air ducts shown in GGG's post also include fans to distribute the heat or cold.