Ulta Beauty is building a more sophisticated AI shopping infrastructure, both internally and in collaboration with Google Gemini, to better personalize customer interactions and enhance exploration of the company’s vast product range.
Ulta is rolling out agentic commerce within AI Mode in Search and the Google Gemini app over the next month to deliver product recommendations and comparisons, as well as a complete streamlined checkout for eligible purchases directly within Google’s conversational interfaces.
In the effort, Ulta is using, Universal Commerce Protocol, an open standard for agentic commerce, to power the shopping features. Ulta pointed out that it has been an early collaborator with Google in exploring how the emerging AI commerce model can work in the beauty sector, where ease of discovery, confidence and trust matter deeply.
In addition, the company is launching Ulta AI, a new artificial intelligence shopping assistant built on Gemini Enterprise for Customer Experience in its own digital properties, including ulta.com and the Ulta Beauty app. The new AI shopping assistant will leverage insights from Ulta Beauty’s 46-plus million members to offer more personalized guidance as consumers shop, helping them navigate the company’s expansive digital assortment with greater confidence, discover products, and easily explore recommendations. The shopping assistant technology complements in-store employee expertise in helping consumers find the right products for their needs.
“Ulta Beauty has always been about inspiring guests’ discovery through trusted expertise and curated choice,” said Lauren Brindley, Ulta chief merchandising and digital officer.. “Now, we’re extending that same strength into AI-powered shopping experiences, making beauty discovery more seamless, personalized and shoppable wherever it happens.”
Mike Maresca, Ulta chief technology and transformation officer, added. “Ulta Beauty engaged early with UCP because we see a clear shift in how guests are discovering and shopping for beauty, with AI playing a much bigger role in that journey. We believe AI has the potential to elevate personalization to a new level and in partnership with Google, we’re helping turn that potential into experiences that better serve our guests. The next era of commerce will be shaped by how well retailers turn AI into practical, scalable capabilities. By combining Gemini Enterprise with Ulta Beauty’s data, systems and commerce infrastructure, we’re creating a more agile platform to innovate faster and scale new experiences across our digital ecosystem.”
