What: Ulta is partnering with Google Gemini to introduce agentic AI that personalises and streamlines the beauty shopping experience.

Why it is important: The integration of agentic AI demonstrates how leading retailers are leveraging technology to meet evolving consumer expectations and boost conversion rates.

Ulta’s collaboration with Google Gemini marks a significant step in the evolution of beauty retail, as the company adopts agentic AI to deliver highly personalised and efficient shopping experiences. By leveraging conversational AI, Ulta aims to replicate the expertise of in-store advisors, offering tailored product recommendations and seamless interactions that cater to individual customer needs. This strategic move reflects a broader industry trend, with major players increasingly investing in AI-driven solutions to enhance engagement, streamline operations, and differentiate themselves in a competitive market. The adoption of agentic AI not only promises to improve customer satisfaction but also positions Ulta to capture higher conversion rates and operational efficiencies. As digital transformation accelerates across the sector, the ability to integrate advanced technologies and respond to shifting consumer behaviours is becoming a critical factor for sustained growth. Ulta’s initiative underscores the importance of staying at the forefront of innovation to remain relevant and competitive in the rapidly changing landscape of beauty retail.

IADS Notes: Ulta’s partnership with Google Gemini aligns with recent industry milestones, such as Sephora’s AI-powered app launch in March 2026 and Walmart’s collaboration with Alphabet in January 2026, both of which highlight the shift toward conversational commerce and personalised recommendations. BCG’s July 2025 analysis emphasises the transformative role of AI companions in beauty retail, while Inside Retail in April 2026 notes that agentic commerce is now redefining retail strategy, requiring robust data governance and agent-ready APIs. The surge in generative AI-driven traffic reported by Forbes in November 2025 further confirms that optimising for AI platforms is essential for driving conversion and operational efficiency in today’s digital-first retail environment.

Ulta partners with Google Gemini to power agentic AI for beauty shoppers