Ulta Beauty embraces AI-powered shopping transformation. The beauty retailer has deployed Google Gemini-powered solutions across its digital ecosystem, launching agentic commerce on Google Search and the Gemini app while introducing Ulta AI, a personalized shopping assistant now live on Ulta.com. These moves enable customers to receive product recommendations, compare options and complete purchases directly within Google's conversational interfaces using the Universal Commerce Protocol standard. The strategy reflects a critical industry shift as discovery moves from owned retail surfaces to third-party AI platforms. Ulta Beauty previously credited AI with boosting fourth-quarter financial performance through its automated marketing engine. The rollout positions the company to capture growing consumer demand for AI-assisted shopping experiences in the competitive beauty sector.
