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What are you searching for?
Ulta Beauty launches Ulta AI across Google surfaces, a new AI shopping assistant built with Gemini Enterprise for customer experience.
April 23, 2026
By: Rachel Klemovitch
Assistant Editor
Ulta Beauty and Google announced two new Gemini-enabled innovations designed to make beauty shopping more seamless, personalized, and intuitive across digital touchpoints.
As beauty discovery increasingly shifts to AI-powered experiences, Ulta Beauty is expanding how guests discover, compare, and shop for products—across Ulta Beauty’s digital properties and Google surfaces.
Lauren Brindley, chief merchandising and digital officer, Ulta Beauty, said,
“Ulta Beauty has always been about inspiring guests’ discovery through trusted expertise and curated choice. Now, we’re extending that same strength into AI-powered shopping experiences, making beauty discovery more seamless, personalized, and shoppable wherever it happens.”
Ulta Beauty is rolling out agentic commerce within AI Mode in Search and the Gemini app over the next month.
Through this new experience, shoppers can receive Ulta Beauty product recommendations, compare options, and complete streamlined checkout for eligible purchases directly within Google’s conversational interfaces.
Universal Commerce Protocol (UCP), the new open standard for agentic commerce, helps power the experience across AI Mode in Search and the Gemini app.
Mike Maresca, chief technology and transformation officer, Ulta Beauty, commented,
“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.”
Ulta has launched Ulta AI on its website and soon to the Ulta Beauty App.
This is a new AI shopping assistant built on Gemini Enterprise for Customer Experience.
Leveraging insights from Ulta Beauty’s members, Ulta AI provides more personalized guidance to guests as they shop. It helps them navigate Ulta Beauty’s expansive digital assortment with greater confidence, discover products, and explore recommendations with ease.
This technology complements the in-store expertise of Ulta Beauty associates, who play a critical role in helping guests find the right products for their needs.
AI Is Rewriting the Rules of Beauty Packaging, Faster than Expected
How AI Search is Changing the Way Consumers Find Beauty Brands & Deals
How AI is Reimagining the Makeup Discovery Journey
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