New Gen Unveils AI-Powered Storefronts for 'Agentic Commerce' Revolution

New Gen unveils intelligent web storefronts for retailers to take advantage of 'agentic commerce' - SiliconANGLE

New Gen unveils intelligent web storefronts for retailers to take advantage of 'agentic commerce' New Generation, a technology company that builds solutions for artificial intelligence interactions, today announced its platform can build storefronts for e-retailers that can power secure, AI-initiated transitions and embedded payment flows. A new trend happening across the retail internet is powered by AI agents, which can shop on behalf of users. These artificial shoppers listen to what a user is looking for, guess their intent, search the internet through static and dynamic catalogs presented by retailers, sift through offers and finally make decisions on what to buy, sometimes all the way through checkout using payment rails to finalize purchases. "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. According to New Gen, AI-driven traffic is reshaping the path from discovery to purchase and brands are struggling to keep up. Examples of agent-driven shopping experiences rolling out recently have come from Google LLC in its AI Mode search capability, which can display product listings and help users locate items they're looking for. Microsoft Corp. also added AI shopping features to its Bing search engine and Edge web browser. In April, OpenAI debuted an AI-driven shopping experience in ChatGPT that allows users to locate the best deals for items and services they are looking for. All of these companies have initiated projects that will provide users with the capability to send out AI-powered agent bots that can shop for them, locate the best deals and make purchases for them. New Gen argues that maintaining customer relationships in this upcoming era will also become about building storefronts to handle this new type of shopper -- one that is programmatic and not just human. Storefronts must facilitate secure transactions initiated by AI agents on behalf of humans who are using chat, voice or apps, while also protecting retailers from potential fraud, identity and other upstream risks. "The challenge for [brands] will be how do I do brand building when I don't have the experience under my control anymore?" said Dirk Hoerig, co-founder of Commercetools GmbH, a company that builds AI-native tools for commerce, speaking on theCUBE, SiliconANGLE Media's livestreaming studio at Elevate 2025. Hoerig noted that, in essence, a business is building AI agents to meet another AI agent outside of its branding to make the sale. The first step in doing that, New Gen believes, is being as visible as possible to agentic shoppers while maintaining the human shopping experience. "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. "When an AI agent is ready to buy, with partners we can help ensure the path to conversion is seamless, secure and instant." New Gen said it makes this possible by transforming static product catalogs into structured, AI-ready data through intelligent storefronts hosted on custom storefronts and subdomains such as ai.brand.com. These domains support humans, who will see a personalized conversational interface, whereas AI agents will receive an algorithmic experience. Both paths lead to the same place, with each optimized for the entity that is visiting. Traffic to U.S. retail websites from generative AI sources increased by over 1,200% between July 2024 and February 2025, according to a report from Adobe Inc. Users are already beginning to tap into AI-enabled search and this new wave doesn't appear to be slowing anytime soon. Here's the complete video from SiliconANGLE's and theCUBE's conversation with Dirk Hoerig about agentic commerce:

New Generation Launches Agentic AI Platform With Help From Visa | PYMNTS.com

By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions. This new offering is designed to power secure, artificial intelligence (AI)-initiated transactions "through intelligent storefronts and embedded payment flows," the company said in a Thursday (July 10) news release. The platform now lets AI agents "quickly and securely check out from merchant sites across chat, voice, and soon through emerging agent-driven channels," New Gen said, adding that it was "leveraging trusted payments infrastructure" from Visa and was among the first collaborators in the Visa Intelligent Commerce sandbox. According to the release, there has been a surge in web traffic to retail websites from generative AI sources, jumping by more than 1,200% between July 2024 and February 2025. The users making those journeys are seeking highly personalized recommendations, are more likely to convert, and spend more than shoppers driven by traditional site traffic, New Gen said. "But today's web infrastructure isn't compatible with AI's programmatic interactions," the release said. "As a result, AI agents can't engage with most retail sites directly, meaning brands are missing the opportunity to convert this new wave of high-intent traffic." New Gen says it fixes this "by transforming static product catalogs into structured, AI-readable data through intelligent storefronts" that support "humans, who see a personalized, conversational interface, as well as AI agents, which access the same product information programmatically," the release added. PYMNTS profiled New Gen last month, noting in-house research showing that a truly autonomous AI agent had yet to be developed. "Most business deployments of generative AI today still need employees to ensure processes are accurate and stay on track," that report said. "Even tasks ripe for pure automation, such as managing cybersecurity systems, still rely heavily on human involvement." All the same, the foundation for agentic commerce needs to be put in place early, particularly as the technology is quickly advancing. Visa, Mastercard and PayPal already are at work on agentic commerce infrastructure that allows AI agents to complete checkout for consumers. At the same time, other areas of the digital economy also need to change for this ecosystem to work -- including digital storefronts. "There's really a three-way conversation that has to happen right now: the payment networks, the brands, and then what we're building, which is the infrastructure to unlock it," Adam Behrens, one of New Gen's founders, said in the June PYMNTS report.