Ulta Beauty has teamed up with Google to introduce two new artificial intelligence features aimed at changing how customers buy cosmetics and skincare. The partnership brings “agentic commerce” to Google’s various platforms and debuts a dedicated assistant called Ulta AI. Over the next month, shoppers will be able to browse Ulta’s range within the Gemini app and Google Search. This new setup allows users to receive product suggestions, compare different items and finish their purchase without leaving the Google interface.
The technology behind this integration is the Universal Commerce Protocol (UCP). This open standard is designed to help AI agents handle transactions more efficiently. Google executives believe this model will reduce the steps needed for a customer to buy a product the moment they find it online. At the same time, Ulta Beauty is launching its own assistant on its website, with a rollout on its mobile app expected shortly. This assistant uses Gemini Enterprise for Customer Experience and draws on data from Ulta’s 46 million members to give more accurate advice.
“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.”
Mike Maresca, chief technology and transformation officer at Ulta Beauty, explained that the retailer moved early to adopt these tools because of how quickly shopping habits are changing. He noted that AI is playing a much larger role in the customer 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,” Maresca said.
The partnership also looks to simplify the search process by removing traditional filters in favour of conversational queries. Ashish Gupta, vice president and general manager of Merchant Shopping at Google, said: “Agentic AI has great potential to make online shopping easier for everyone, at every stage in the shopping journey — and Ulta Beauty’s implementation of the Universal Commerce Protocol is a vital step toward that future. By integrating UCP, Ulta Beauty is removing friction and helping their customers purchase right at the moment of discovery in AI Mode in Search and the Gemini app.”
