Macy's Inc. reported net sales growth of 1.8% year over year to $4.68 billion in its fiscal Q1 ended May 2, with comparable sales increasing 3.0% (Digital Commerce 360 - AI). CEO Tony Spring credited digital improvements and a new Ask Macy's AI shopping assistant, developed with Google, for supporting the growth. "Although early days, initial response has been favorable," Spring said during the earnings call (Digital Commerce 360 - AI).
Ulta Beauty Inc. recorded net sales growth of 11.1% year over year to $3.16 billion in its fiscal first quarter ended May 2, with double-digit ecommerce sales growth outpacing improvements at physical stores (Digital Commerce 360 - AI). Signet Jewelers Limited reported sales increased 0.8% year over year to $1.55 billion, and acquired the digitally native natural diamond jewelry brand The Clear Cut, integrating its team into Blue Nile to reach younger, digitally native luxury customers (Digital Commerce 360 - AI). Victoria's Secret & Co. reported net sales increased 15.3% to $1.56 billion, with digital traffic growing faster than store traffic, and international sales up 45% year over year, led primarily by its digital channel in China (Digital Commerce 360 - AI).
For commerce practitioners, these earnings underscore that AI-assisted shopping experiences and omnichannel integration are now key drivers of competitive advantage. Retailers investing in AI assistants and digital-first strategies are capturing faster growth than those relying on traditional channels alone, signaling a shift in how merchants must approach customer engagement and conversion.