Ulta Beauty Advances AI Agent Strategy for Customer and Employee Experience

Ulta Beauty is accelerating its adoption of AI agents as part of a broader strategy to modernize its technology infrastructure and enhance both customer and employee experiences. According to Mike Maresca, Chief Technology and Transformation Officer at Ulta, the company is laying the groundwork for agentic AI, with significant advancements expected next year.

Mike Maresca, chief technology and transformation officer at Ulta. Permission granted by Ulta Beauty.

AI Agents: The Future of Retail

Maresca emphasized that AI agents are a critical focus for Ulta, particularly for improving marketing, digital store operations, and personalized customer interactions. The technology could enable associates to access real-time customer data, such as past purchases, to make tailored product recommendations.

A recent PwC survey revealed that nearly 75% of senior leaders believe AI agents will provide a competitive edge in the coming year. McKinsey also identified AI agents as one of the fastest-growing tech trends.

Governance and Transformation

Ulta's AI strategy is part of a broader business transformation plan initiated by CEO Kecia Steelman, who joined the company earlier this year. The plan focuses on core growth, cost optimization, and future alignment. Maresca's expanded role now includes overseeing both technology and transformation efforts.

The company has implemented a tiered upskilling program to ensure ethical AI use, transparency, and compliance. An AI council, comprising Maresca and other executives, oversees project alignment with corporate strategy.

"This is a team sport," Maresca said, highlighting the collaborative approach to Ulta's AI and transformation initiatives.

Key Takeaways:

• Ulta Beauty is investing in AI agents to enhance customer and employee experiences.
• The technology is expected to streamline operations and enable personalized interactions.