Ulta Beauty Teams Up With Google Gemini on Agentic AI

Ulta Beauty is diving deeper into agentic AI with Google.

The retailer has partnered with Gemini to roll out agentic commerce within AI mode in search and the Gemini app over the next month. Shoppers will be able to receive Ulta Beauty product recommendations, compare options and complete streamlined checkout for eligible purchases directly within Google ’s conversational interfaces.

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“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, personalized and shoppable wherever it happens.”

“Agentic AI has great potential to make online shopping easier for everyone, at every stage in the shopping journey,” added Ashish Gupta, vice president and general manager of merchant shopping at Google.

At the same time, the retailer is launching Ulta AI, a new AI shopping assistant built on Gemini Enterprise, leveraging insights from Ulta Beauty’s 46 million members.

“Ulta Beauty is setting a new benchmark for the industry, ensuring they meet guests with helpful, personalized experiences wherever discovery begins,” said Darshan Kantak, vice president, Applied AI, Google Cloud. “Our shopping agent connects the breadcrumbs of intent and inspiration to guide the customer journey. It skips traditional search filters and helps shoppers connect directly with products they love, providing a fast, tailored experience from discovery to checkout. By threading these moments together, every interaction becomes more meaningful and delightful for the consumer.”

Beauty companies are all looking at how to advance with this technology. Last week, E.l.f. Beauty appointed Ekta Chopra into the new role of chief technology and AI officer at E.l.f.  Beauty . Previously, her title was chief digital officer.

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