Josh Siebert

Ulta Uses AI to Personalize HR Support for 65,000 Workers

Ulta Beauty executives Rachel Williamson and Josh Siebert describe the retailer’s ServiceNow-backed HR automation rollout as a response to a concrete operating problem: 65,000 employees could not reliably find the policies and support they needed. In a sponsored interview, they argue that the value of AI was not the chatbot itself, but its ability to personalize answers, route routine HR work away from overloaded teams, and preserve human judgment for sensitive cases. Their account frames AI as an enabler of workflow redesign, not an end in itself.