Josh Friedman on Ulta Beauty’s Digital Transformation & Personalization Strategy | NRF 2025

In this interview recorded live from the VusionGroup Podcast Studio at NRF 2025, Josh Friedman, Head of Digital Strategy and Transformation at Ulta Beauty, discusses the company’s approach to revolutionizing customer experiences. From leveraging AI for personalized content to transforming e-commerce and loyalty strategies, Josh provides valuable insights into how Ulta is staying ahead in the beauty retail industry.

Key Moments:

0:50 – Josh Friedman introduces his role at Ulta and background in e-commerce.
1:30 – How Ulta prioritizes technology investments after annual planning.
2:20 – The importance of personalization and the role of Ulta’s loyalty program.
4:45 – AI’s impact on real-time content creation and personalization.
6:30 – The challenges and key elements of successful retail transformation.
8:00 – Josh’s serendipitous approach to discovering innovation at NRF.

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