Ulta partners with Google Gemini AI to enhance personalized beauty shopping experiences.

Ulta Beauty is integrating Google's Gemini AI into its website and app to create seamless, personalized shopping experiences for beauty consumers. This partnership aims to engage customers earlier in their discovery journey and extend Ulta's product catalog across Google's platforms, giving it a competitive edge in the $110 billion U.S. beauty market. By leveraging AI, Ulta hopes to improve product discovery and comparison, reaching beyond its physical stores to attract a broader audience. This move positions Ulta ahead of competitors like Sephora by embedding AI directly into the shopping journey from discovery to checkout.