As AI agents transform how consumers discover and purchase products online, New Generation (New Gen) is stepping up to help brands evolve., the company announced the launch of its new platform for agentic commerce a model where AI agents can seamlessly browse, shop, and securely complete transactions on behalf of users.
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New Gen’s platform introduces a shopping experience tailored for both humans and machines. With embedded payments and AI-readable storefronts, the infrastructure developed in partnership with trusted players like Visa enables intelligent, secure, and efficient commerce for the AI-powered internet.
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The rise of AI in e-commerce is clear. From July 2024 to February 2025, traffic from generative AI to U.S. retail websites grew by more than 1,200%. These AI-driven visitors are highly engaged, tend to convert at higher rates, and typically spend more than traditional online shoppers. However, most retail sites weren’t designed to accommodate this shift—AI agents often can’t access or interact with them effectively.
New Gen addresses this by turning static product listings into structured, AI-compatible data hosted on unique subdomains like ai.brand.com. These storefronts serve both human customers with personalized, conversational interfaces and AI agents that can interact with the site programmatically. All transactions take place through built-in, embedded payment flows eliminating the need for pop-ups or redirects and keeping the entire process secure and frictionless.
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“Shopping today often starts with a conversation, not a search bar,” said Adam Behrens, co-founder of New Gen. “Many brands aren’t ready for that shift. We’re giving them a way to meet both AI agents and human customers in the same space, through dynamic storefronts that simplify buying for everyone.”
Working with Visa, New Gen is advancing several key capabilities, including embedded AI-initiated payments that enable secure purchases through chat, voice, or other smart interfaces; trust and transparency measures that integrate fraud prevention and user verification earlier in the process; and simple integration via flexible APIs that work with existing platforms avoiding the need for major overhauls.
“We’re making it easy for brands to become fully shoppable in emerging AI environments,” added Jonathan Arena, New Gen’s other co-founder. “Whether it’s a user interacting with a chatbot or an AI agent making a purchase on their behalf, our platform ensures the process is smooth, secure, and scalable.”
New Gen has earned the backing of several top-tier investors, including South Park Commons, Matrix, Designer Fund, Slow Ventures, and Beat Ventures. Angel investors include the co-founder of Pinterest, the former COO of Stripe, and the current Head of Llama at Meta.
Founded by veterans from Stripe, Meta, Bridgewater, and Patreon, co-founders Arena and Behrens bring a mix of product, engineering, and design expertise to reimagine how brands connect with customers in an AI-first commerce landscape.
New Gen Launches AI-Native Storefronts with Built-In Payments to Usher in Agentic Commerce
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Source: PRNewswire