Creative Tech Meets Loyalty: Inside the Press-Only Breakfast at CommerceNext

Earlier today, at a closed-door press breakfast of CommerceNext, two of retail’s top leaders - Kelly Mahoney, CMO of Ulta Beauty, and Fiona Tan, CTO of Wayfair took center stage to dissect the new power dynamic at play in retail: the marriage of creativity and technology.

Moderated by Krystina Gustafson, the session opened on a topic still echoing from Cannes: the evolving role of the CMO in an era of AI, massive transformation, and culture-first consumer strategy. But the conversation quickly became a masterclass on how brands can move from data projects to always-on creativity and loyalty.

Personalization isn’t new, Mahoney pointed out, but the real breakthrough is moving past “the data stack” and focusing on the feeling personalization delivers. For Ulta Beauty, it’s not about engineering a more complex infrastructure. It’s about harnessing generative AI to deliver emotional, brand-right moments at scale without sacrificing the authenticity and inclusivity Ulta’s guests expect.

The challenge? Scaling content to meet endless micro-moments and hyper-specific needs, while remaining true to the brand’s promise as the “welcoming, inclusive face of beauty.” For Mahoney, generative AI is only as useful as the emotional connection it empowers. The real unlock, she says, is the “power couple” of creativity and technology - CMO and CTO working hand-in-hand, fusing vision with operational rigor.

Wayfair’s Fiona Tan echoed the need for emotional resonance—but in the home, it’s about helping customers imagine what’s possible, sometimes before they can describe it. Tan described how advances in multimodal generative AI, especially image and text synthesis, are reshaping product discovery. With tools like Wayfair’s new “Discover” tab, shoppers interact with endless AI-generated room images and product inspiration, which can be tailored, shopped, and iteratively personalized in real time.

Tan’s team leverages the flywheel effect: every customer interaction feeds more data into the personalization engine, driving even deeper engagement and conversion. And yet, as both execs noted, only a subset of customers leap into these bleeding-edge experiences, the rest require patient onboarding and a gradual shift in behavior.

The panel didn’t shy away from the retail question of the year: as shopping agents (from Google, Amazon, or startups like Perplexity) rise, is the brand website headed for extinction? Both Mahoney and Tan see the future as hybrid, not either/or. Brands must “play well” with third-party agents optimizing for generative AI-powered search, ensuring product data is ready for whatever comes next, while doubling down on what makes the native brand experience magical.

In beauty and home, the consensus was clear: while new channels will proliferate, brands that invest in proprietary experience, content, and real human connection won’t be left behind. Personalization may start with AI, but loyalty and brand love are built on emotional touchpoints and value.

Ulta’s journey from infrastructure project to “fusion team” offers a case study for the new model: marketers, technologists, and channel owners working in rapid iteration. The shift? Stop treating data and tech as a project to complete. Instead, make it a way of working. Mahoney described how Ulta’s partnership with Adobe, and a reimagined operating model, allows for real-time activation and experimentation at every touchpoint. Board and C-suite buy-in is critical: tech investments must be maintained, not just launched.

Wayfair, similarly, has moved from building everything in-house to a “best of both worlds” approach, partnering with AI startups and enterprise vendors, but keeping core recommendations and customer experience engines in-house for control and differentiation.

The Q&A shifted to the productivity promise of AI, can code assistants and generative platforms really deliver the 30% efficiency gains some vendors claim? Both execs agreed: there are real wins for new projects and “greenfield” capabilities, less so for entrenched legacy systems. The greatest impact for Ulta? Campaign turnaround times dropping from eight weeks to just one or two, unlocking new agility in creative testing.

Both leaders emphasized that “build versus buy” is now about strategic intent: own what differentiates the brand, partner where speed and flexibility are needed.

The session closed with a rare look into Ulta’s famed loyalty program, now 45 million members strong, with eyes on 50 million by 2028. Mahoney, whose career began in loyalty, described it as the foundation for customer data, value delivery, and the “undeniably Ulta” experience. As value-conscious consumers look to stretch their dollars, Ulta’s mix of accessible luxury, experiential rewards, and immediate gratification keeps customers coming back.

But tomorrow’s loyalty, both agreed, is about more than points. Gen Z and emerging shoppers want experiences, not just discounts; gifts and access, not just status. In a competitive, fast-moving retail world, brand storytelling and relationship-building are as important as technology or price.

ClickZ is hosting an exclusive drinks gathering today evening (Wednesday, June 25) and we’d love to see you there.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in Midtown Manhattan.

⏱ 5 PM onwards
📍 Midtwon Manhattan (exact location shared after RSVP)
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If you're serious about what’s coming next in commerce, this is where you’ll want to be.

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