New Generation (New Gen), a technology company building infrastructure for the AI internet, has announced the launch of its agentic AI infrastructure platform tailored for the fashion industry. The platform enables brands to embrace conversational commerce and ensure their products remain visible and competitive in an era where AI-driven shopping is reshaping consumer behavior.
With the global AI retail market projected to grow from $7.3 billion in 2023 to over $51 billion by 2030, New Gen’s platform addresses the urgent need for fashion brands to adapt to the agentic age.
Global AI retail market forecasted to hit $51B by 2030.
Traffic to U.S. retail sites from generative AI sources has surged 4,700%.
Most retail sites remain invisible to AI agents, limiting conversions.
New Gen transforms catalogs into AI-readable data and powers conversational commerce.
Platform provides brands with first-party shopper insights at scale.
AI-specific subdomains (e.g., ai.brand.com) serve as optimized entry points for human and AI traffic.
Consumer data shows traffic from AI platforms and shopping agents is exploding—but traditional websites aren’t built for programmatic interactions. As a result, most retailers miss out on high-intent AI-driven traffic.
“Even without a fully deployed AI strategy, brands can—and should—start future-proofing today,” said Adam Behrens, co-founder of New Gen. “That begins with clean, machine-readable product catalogs. AI agents depend on consistent inputs like price, availability, materials, fit, and sustainability data to recommend products.”
New Gen solves this by:
Enriching product catalogs into structured, AI-optimized data.
Adding a generative, conversational interface for natural language queries.
Deploying a dedicated AI subdomain (e.g., ai.yourbrand.com) as a specialized entry point for both shoppers and AI traffic.
Beyond catalog readiness, conversational commerce offers a low-lift entry point for brands.
“Pilot projects are already revealing shopper questions, product comparisons, and purchase blockers,” said Jonathan Arena, co-founder of New Gen. “These insights sharpen merchandising, messaging, and even inventory planning. What brands often don’t realize is that these conversations are a new form of first-party research—something most retailers are leaving untapped.”
Unlike traditional clickstream metrics (time on site, search queries), conversational data provides direct access to shopper intent and decision-making, opening the door to millions of valuable customer interactions each month.
By embracing AI-native commerce, brands can:
Ensure products remain visible to AI shopping platforms like Daydream and Phia.
Retain ownership of valuable first-party data.
Scale insights from millions of real shopper conversations.
Future-proof online presence without overhauling legacy sites.
New Gen was co-founded by Jonathan Arena and Adam Behrens, whose experience spans Stripe, Meta, Bridgewater, and Patreon. Their expertise in technology, product, and design fuels New Gen’s mission to redefine how fashion brands connect with consumers in an AI-powered economy.
New Gen builds commerce infrastructure that powers conversational shopping across AI chat, generative websites, and agentic shopping flows. By transforming static product catalogs into structured, AI-readable data, New Gen enables brands to deploy dynamic storefronts with natural language search, optimized for both human customers and AI agents.
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