New Gen Unveils AI-Native Storefronts with Embedded Payments to Power Agentic Commerce

As AI agents begin driving product discovery and purchasing decisions, New Gen equips brands with agentic commerce storefronts for seamless, secure payments for humans and AI agents, powered by enterprise partners including Visa.

SAN FRANCISCO, July 10, 2025 /PRNewswire/ -- New Generation (New Gen), a technology company building infrastructure for the AI internet, today announces its platform now enables agentic commerce, powering secure, AI-initiated transactions through intelligent storefronts and embedded payment flows. The platform now allows AI agents to quickly and securely check out from merchant sites across chat, voice, and soon through emerging agent-driven channels. New Gen is leveraging trusted payments infrastructure from Visa and is among the first collaborators in the Visa Intelligent Commerce sandbox.

AI-driven traffic is reshaping the path to purchase, and brands aren't equipped to keep up. Consumer behavior data shows that traffic to U.S. retail websites from generative AI sources increased by over 1,200% between July 2024 and February 2025. These users expect highly personalized recommendations, are more likely to convert, and spend more than traditional site traffic shoppers. But today's web infrastructure isn't compatible with AI's programmatic interactions. 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 solves this disconnect by transforming static product catalogs into structured, AI-readable data through intelligent storefronts hosted on custom subdomains like ai.brand.com. These storefronts support humans, who see a personalized, conversational interface, as well as AI agents, which access the same product information programmatically. Both paths provide frictionless, secure transactions using embedded checkouts without redirects or scraping.

"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. "We're starting by helping brands serve AI agents and people in the same place, with personalized, structured storefronts built for natural language. That means turning product catalogs into structured, AI-readable data, so brands are equipped to welcome the next wave of customers, both human and AI."

Together with Visa, we're exploring enabling:

• Intelligent, embedded payments - Facilitate secure, seamless transactions initiated by AI agents on behalf of human users across chat, voice, or embedded experiences.
• Trust and visibility in AI-driven transactions - Integrate fraud, identity, and authorization protocols upstream in the agentic shopping flow, not only at checkout to give consumers control and confidence in each transaction.
• Simple and scalable integration - Easily plug into and scale with commerce platforms, interfaces, or ecosystems with flexible APIs and pre-built modules, without overhauling existing infrastructure.

"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."

The startup is backed by South Park Commons, with participation from Matrix, Designer Fund, Slow Ventures, Beat Ventures, and notable angel investors including the co-founder of Pinterest, the former COO of Stripe, and the Head of Llama at Meta.

With backgrounds spanning Stripe, Meta, Bridgewater and Patreon, co-founders Arena and Behrens combine technical, product, and design expertise to reimagine how brands meet customers in an AI-powered environment.

For more information about the platform, visit www.new-gen.ai.

About New Gen: 
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.

SOURCE New Generation