The CEOs of Ulta and Clorox increase their digital investments, focusing on strategic leadership and return on investment in a changing economic environment.

CEOs who support high technology spending rates are still answering questions about return on investment (ROI) as the macroeconomic environment remains uncertain, ranging from shifting consumer spending trends to the effects of possible tariffs imposed by the Trump administration.

Following concerns raised by analysts at the company's Q2 2025 earnings call earlier this year, Clorox CEO Linda Rendle defended the company's $580 million digital transformation initiatives. Along with investments in AI and extensive process and system upgrading, the company's IT expenditures included its first ERP overhaul in twenty years.

Rendle stated on the February results call that each of those line items has owners who are responsible for providing that value. They believe that this program is excellent for their business. And they're going to accomplish it with a strong return emphasis, which they have been and plan to achieve.

The temptation to justify expenditure on technology is growing along with funds for it. Technology executives may help keep their companies on schedule by knowing which initiatives to prioritize and creating flexibility to allow for a variety of eventualities.

Having clear expectations and responsibilities is also beneficial.

During the April investor conference, Steelman, the CEO of Ulta, stated that since taking over in January, she has made it a priority to place the right people in the right positions.

In order to create a position for a chief merchandising and digital officer that has not yet been filled, the executive split digital and e-commerce from marketing. In January, Steelman also renamed Mike Maresca, who had been Chief Technology and Information Officer, Chief Technology and Transformation Officer.

Steelman made reference to Maresca when he stated that he is extremely confident that, under his direction, he is bringing everything together so that they can truly comprehend their CapEx and OpEx expenditures and ensure that they are receiving their return on investment and the value that these investments have to offer.