THE WHAT? Ulta Beauty has partnered with Google to introduce Gemini-enabled shopping experiences aimed at enhancing digital beauty discovery and purchasing.
THE DETAILS The collaboration includes two key innovations: integration of Ulta Beauty’s assortment within Google’s AI-powered Search and Gemini app, and the launch of Ulta AI, a proprietary shopping assistant on Ulta’s own platforms. Through Google’s AI interfaces, consumers can receive product recommendations, compare items and complete purchases directly. The initiative is powered by the Universal Commerce Protocol (UCP), an open standard for agentic commerce. Meanwhile, Ulta AI leverages data from over 46 million loyalty members to deliver personalised product guidance across Ulta.com and its app, complementing its omnichannel retail strategy.
THE WHY? The move reflects a broader shift toward AI-driven commerce, aiming to reduce friction in the shopping journey, enhance personalisation, and position Ulta at the forefront of emerging digital retail ecosystems.
Source: PR Newswire
