Ulta Beauty gets AI makeover

Cosmetics retailer Ulta Beauty has launched agentic commerce across Google surfaces and introduced Ulta AI, a new AI shopping assistant

The new AI shopping assistant is powered by Gemini Enterprise for Customer Experience on Ulta.com, and will roll out soon to the Ulta Beauty App.

Together, the launches expand how guests discover, compare and shop beauty across both Google’s surfaces and Ulta Beauty’s owned digital channels

 “Ulta Beauty has always been about inspiring guests’ discovery through trusted expertise and curated choice,” said Lauren Brindley, chief merchandising and digital officer, Ulta Beauty. “Now, we’re extending that same strength into AI-powered shopping experiences, making beauty discovery more seamless, personalised and shoppable wherever it happens.”