New Generation (New Gen), a technology company building infrastructure for the AI internet, has introduced a platform that powers agentic commerce through AI-native storefronts and embedded payment flows. Announced on July 10, 2025, in San Francisco, the platform, developed in collaboration with Visa, enables secure, AI-initiated transactions across chat, voice, and emerging agent-driven channels, transforming how brands engage with customers in an AI-driven retail landscape.
New Gen launches AI-native storefronts for agentic commerce with Visa.
Enables secure, AI-driven transactions across chat, voice, and new channels.
Transforms product catalogs into AI-readable data for personalized shopping.
U.S. retail website traffic from AI sources grew 1,200% from July 2024 to February 2025.
Offers embedded payments for seamless, secure human and AI transactions.
Backed by South Park Commons, Matrix, and notable angel investors.
New Gen’s platform addresses the surge in AI-driven retail traffic, which increased by over 1,200% to U.S. retail websites between July 2024 and February 2025. Unlike traditional web infrastructure, which struggles with AI’s programmatic interactions, New Gen transforms static product catalogs into structured, AI-readable data hosted on subdomains like ai.brand.com. “Shopping behavior is changing rapidly, and brands are having a hard time keeping up. Now, shopping starts with a conversation, not a search bar,” said Adam Behrens, co-founder of New Gen. These storefronts deliver personalized, conversational interfaces for humans and programmatic access for AI agents, ensuring seamless engagement for both.
The partnership with Visa, through the Visa Intelligent Commerce sandbox, enables secure, embedded payment flows that eliminate redirects and scraping. “We’re helping brands make their catalogs and experiences fully shoppable by AI, including emerging shopping agents,” said Jonathan Arena, co-founder of New Gen. “Our platform makes products instantly shoppable across chat, voice, and agent-driven platforms and renders conversational, personalized storefronts that adapt in real time. When an AI agent is ready to buy, with partners we can help ensure the path to conversion is seamless, secure, and instant.” This integration provides trust, visibility, and fraud protection throughout the shopping journey, enhancing consumer confidence.
New Gen’s platform offers flexible APIs and pre-built modules, allowing brands to adopt AI-native commerce without overhauling existing systems. Supported by investors like South Park Commons, Matrix, and notable figures from Pinterest, Stripe, and Meta, New Gen combines technical and design expertise to meet the demands of an AI-driven market. The platform’s scalability ensures brands can capitalize on high-intent AI traffic, which is more likely to convert and spend more than traditional shoppers, driving higher revenue and customer engagement.
The New Gen and Visa partnership marks a pivotal shift in retail, enabling brands to thrive in the agentic commerce era. By combining AI-native storefronts with secure, embedded payments, the platform empowers businesses to meet the evolving needs of both human and AI customers, redefining the future of digital commerce.
New Gen builds commerce infrastructure that powers conversational shopping experiences across AI chat, generative website, and agentic shopping flows. New Gen transforms static brand product catalogs into structured, AI-readable data, allowing brands to deploy dynamic storefronts with natural language search that are tailored for both human customers and AI shopping agents.
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