Ulta Beauty launches AI shopping assistant powered by Google's Gemini

Ulta Beauty launches AI shopping assistant powered by Google’s Gemini

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4.24.2026

Quick Facts

Ulta Beauty launches AI shopping assistant on its site and app using Google’s Gemini Enterprise platform
Partnership enables agentic commerce across Google Search and Gemini app with direct checkout capabilities
Ulta’s 46.7 million loyalty members generate 95% of the company’s $12.4 billion annual sales

Ulta Beauty announced a partnership with Google to launch AI-powered shopping experiences across digital touchpoints. The beauty retailer revealed the collaboration at Google’s Cloud Next ’26 conference in Las Vegas on April 22, 2026.

The partnership introduces two primary innovations. First, Ulta Beauty is rolling out agentic commerce within Google’s AI Mode in Search and the Gemini app over the next month. This allows shoppers to receive product recommendations, compare options, and complete streamlined checkout for eligible purchases directly within Google’s conversational interfaces.

Second, Ulta Beauty is launching Ulta AI, a shopping assistant built on Gemini Enterprise for Customer Experience. The tool will be available on Ulta.com and rolling out to the Ulta Beauty App. It leverages insights from Ulta Beauty’s 46.7 million loyalty program members.

“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,” said Mike Maresca, Chief Technology and Transformation Officer at Ulta Beauty.

The announcement comes as AI platforms are expected to account for $20.9 billion in retail spending in 2026, nearly quadrupling 2025 figures. More than 50% of consumers will use AI shopping assistants by late 2026, according to industry projections.

Ulta Beauty reported $12.4 billion in net sales for fiscal 2025, up 9.7% year-over-year. The company’s loyalty program accounts for approximately 95% of total sales. CEO Kecia Steelman said AI has significantly boosted the company’s ability to connect with customers and could bring in new consumers who might not have previously considered Ulta Beauty.

The partnership builds on Google’s Universal Commerce Protocol, a new open standard for agentic commerce launched alongside the Ulta announcement. The protocol creates a common language for agents and systems to operate together across consumer surfaces, businesses, and payment providers.

Ulta joins other major retailers integrating AI shopping tools. Walmart partnered with Google in January to allow Gemini users to discover merchandise, while Target, Etsy, Amazon, and Walmart have each developed or partnered on AI shopping assistants this year.