Ulta Beauty and Google Launch AI Shopping with Gemini and UCP

Apr 23, 2026
Ulta Beauty has partnered with Google to introduce new AI-powered shopping experiences. The retailer is launching agentic commerce through Google's Gemini platform and unveiling its own AI assistant, Ulta AI, built on Gemini Enterprise.

Ulta Beauty and Google have introduced two new Gemini enabled shopping experiences designed to simplify beauty discovery and purchasing announced in a press release. The collaboration brings agentic commerce to Google Search and the Gemini app while launching Ulta AI, a new shopping assistant built with Gemini Enterprise.

Ulta Beauty will roll out agentic commerce within AI Mode in Search and the Gemini app over the next month. Shoppers will be able to receive Ulta Beauty product recommendations, compare options, and complete purchases directly within Google's conversational interfaces. The experience is powered by the Universal Commerce Protocol (UCP), an open standard for AI agent-based shopping.

On its own platforms, Ulta Beauty is launching Ulta AI on Ulta.com, with availability in the Ulta Beauty App coming soon. Built on Gemini Enterprise for Customer Experience, Ulta AI uses insights from the company’s loyalty members to offer personalized product guidance and recommendations across its digital assortment.

According to Google executives, integrating UCP allows Ulta Beauty customers to complete purchases at the moment of product discovery. The partnership combines Google’s AI technology with Ulta Beauty’s retail expertise to create more personalized and efficient shopping interactions.

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