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.