Ulta Beauty elevates Agustina Sartori to Vice President of Agentic Commerce & Experience, highlighting the retailer’s growing focus on AI-powered shopping, digital innovation, and next-generation customer engagement.
In a significant leadership move reflecting AI’s growing influence in retail, Ulta Beauty has promoted Agustina Sartori to Vice President of Agentic Commerce & Experience. The appointment marks an important step in the company’s efforts to strengthen its digital commerce capabilities and explore new ways of connecting consumers with beauty products and experiences.
Sartori’s elevation comes after eight years at Ulta Beauty, during which she has developed a deep understanding of the company’s business and digital ambitions. Before stepping into the new position, she served as Head of Agentic Commerce, making her promotion a continuation of her work in an emerging area of retail innovation.
From Agentic Commerce Head to Vice President
The promotion recognizes Sartori’s experience in a field that is rapidly gaining attention across the global retail industry. As Head of Agentic Commerce, she was already associated with Ulta Beauty’s efforts in this developing area. Her new responsibilities as Vice President of Agentic Commerce & Experience place her in a leadership position at the intersection of technology, shopping innovation, and customer engagement.
Agentic commerce represents an emerging evolution of online shopping in which AI-powered systems can help consumers discover products, compare options, receive personalised recommendations, and potentially complete purchasing journeys with less manual effort.
For beauty retailers, this development presents particularly interesting opportunities. Consumers often make purchasing decisions based on individual preferences, skin concerns, product ingredients, beauty routines, and recommendations. AI-powered shopping experiences could make these journeys more intuitive by helping customers navigate extensive product collections and discover products that better match their requirements.
Sartori’s appointment therefore comes at a time when retailers are exploring how intelligent technologies can make digital shopping more personalised, convenient, and responsive.
Eight Years of Association with Ulta Beauty
Sartori brings eight years of association with Ulta Beauty to her elevated position. Her professional journey within the organisation has given her considerable exposure to its business environment and evolving priorities.
Her previous position as Head of Agentic Commerce provided a foundation for taking on the broader leadership responsibilities associated with her new role. The transition also reflects the growing importance of specialised leadership positions focused on the relationship between AI, digital commerce, and customer experience.
Beyond her work at Ulta Beauty, Sartori is also the Founding Managing Director of Prisma Ventures. Her earlier professional experience includes associations with AIESEC and Touchit, adding further dimensions to her professional background.
These experiences form part of her wider career journey as she takes on a senior position in an increasingly technology-driven retail landscape.
Why Agentic Commerce Matters for the Beauty Industry
The beauty industry is increasingly shaped by digital discovery, personalisation, and changing consumer expectations. Customers no longer rely exclusively on traditional store visits to explore products. Online platforms, social media, virtual consultations, product reviews, and recommendation engines have become important parts of the purchasing journey.
Agentic commerce could take this transformation further.
Rather than simply displaying products based on search terms, AI-powered agents can potentially understand customer preferences, respond to questions, suggest suitable alternatives, and assist shoppers through multiple stages of a purchase.
For example, a customer looking for a skincare routine may benefit from an intelligent shopping assistant that helps identify relevant products based on stated preferences, budget, and desired outcomes. Similarly, someone exploring makeup products could receive recommendations that make product discovery easier.
For retailers such as Ulta Beauty, the opportunity lies in making these digital interactions more useful while maintaining the human connection and personal expertise that are important to beauty shopping.
This shift also creates new leadership priorities. Retailers must consider how AI systems can work alongside existing digital platforms, how customer trust can be maintained, and how technology can complement rather than replace the overall shopping experience.
Ulta Beauty’s Focus on the Next Generation of Shopping
Ulta Beauty’s leadership decision comes amid a broader transformation in retail, where technology is becoming central to how brands attract, engage, and retain customers.
The company’s business operates in a highly competitive beauty market, where product discovery and personalised recommendations can significantly influence purchasing decisions. As AI capabilities continue to evolve, agentic commerce offers retailers another way to rethink how consumers interact with brands and navigate shopping platforms.
The appointment of a dedicated Vice President for Agentic Commerce & Experience signals the strategic importance of this emerging discipline within Ulta Beauty’s leadership structure.
It also reflects a wider industry trend in which companies are creating specialised leadership positions to explore the commercial potential of AI while keeping customer experience at the centre of digital transformation.
A New Chapter in Sartori’s Leadership Journey
For Agustina Sartori, the promotion represents a new chapter in her professional journey at Ulta Beauty. Having spent eight years with the retailer and previously led its agentic commerce function, she now takes on an elevated position in an area that could influence the future of digital retail.
Her appointment comes at an important moment for the beauty industry, as retailers increasingly look beyond conventional e-commerce models and explore intelligent, personalised shopping experiences.
As agentic AI continues to develop, the challenge for businesses will be to translate technological possibilities into meaningful customer value. With Sartori stepping into the Vice President role, Ulta Beauty is strengthening its leadership focus on this emerging intersection of artificial intelligence, commerce, and customer experience.
The move highlights a broader shift in retail leadership: the future of shopping will not be defined by digital convenience alone, but by how intelligently brands understand and respond to their customers.
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