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:
Images: Image: SiliconANGLE/Microsoft Designer, New Generations
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