How Ulta turned 45 million loyalty members into an AI advantage
From Radically Personal by Gladly
March 31, 2026 · 36 min · Season 2 · Episode 3
About this episode
Adam Seed discusses Ulta Beauty's innovative use of AI and the impact of their 45 million loyalty members on customer experience.
Adam Seed has spent over three decades in customer experience, including 13 years at Nordstrom and now eight years leading guest services at Ulta Beauty through explosive growth, a pandemic, and growing international expansion. In this episode, Adam shares how Ulta treats AI like a new team member, why he wishes he had moved faster on AI adoption, and how 45 million loyalty members create the data foundation that makes personalization actually work. He also reveals he started his career at 17, selling beauty products on the phone, setting up a foundation for becoming a CX powerhouse.
People in this episode
Guest: Adam Seed
Topics covered
- customer experience
- AI
- loyalty programs
- personalization
Keywords
- Ulta Beauty
- AI adoption
- customer loyalty
- data foundation
Mentioned in this episode
Products: beauty products
More episodes of Radically Personal
- From store floor to C-Suite, and how a 30-year Crate & Barrel veteran turned service into revenue · December 16, 2025 · 36 min
- Scaling sustainability and service with AI at PACT · October 30, 2025 · 36 min
- Unleashing AI to Scale Happiness and Loyalty at BARK · January 10, 2024 · 39 min
- Zenni Optical’s 20/20 Vision for Exceptional Customer Service · November 14, 2023 · 34 min
- Stellar Service and Resiliency Guide Farmgirl Flowers · July 1, 2022 · 35 min
- How KURU Footwear Provides World-Class Anticipatory Experiences · May 24, 2022 · 40 min
Explore listener stats, chart rankings, contacts and more on the Radically Personal podcast page.