TLDR: New Generation (New Gen) has launched its agentic AI commerce platform, developed with support from Visa, to enable secure, AI-initiated transactions and transform online retail. The platform allows AI agents to seamlessly check out from merchant sites, addressing the incompatibility of current web infrastructure with AI’s programmatic interactions and capitalizing on a significant surge in AI-driven web traffic.
SAN FRANCISCO – July 10, 2025 – New Generation (New Gen), a pioneering technology company focused on building infrastructure for the AI internet, today announced the official launch of its agentic commerce platform. This innovative solution, developed in collaboration with Visa, is set to redefine online shopping by enabling secure, AI-initiated transactions through intelligent storefronts and embedded payment flows.
The new platform empowers AI agents to quickly and securely complete purchases from merchant websites across various channels, including chat, voice, and soon, other emerging agent-driven interfaces. New Gen is leveraging Visa’s trusted payments infrastructure and is among the first collaborators within the Visa Intelligent Commerce sandbox, ensuring robust security, identity verification, and fraud protection throughout the entire shopping journey, not just at checkout.
This launch comes at a critical time, as data reveals a dramatic shift in consumer behavior. According to New Gen, traffic to U.S. retail websites originating from generative AI sources surged by over 1,200% between July 2024 and February 2025. These AI-driven users are seeking highly personalized recommendations, exhibit higher conversion rates, and tend to spend more than shoppers arriving via traditional site traffic. However, the existing web infrastructure is largely incompatible with AI’s programmatic interactions, preventing AI agents from directly engaging with most retail sites and causing brands to miss out on converting this high-intent traffic.
New Gen’s platform directly addresses this disconnect by transforming static product catalogs into structured, AI-readable data. This allows for the creation of intelligent storefronts, hosted on custom subdomains like ai.brand.com, that cater to both human shoppers and AI agents. Humans experience a personalized, conversational interface, while AI agents access the same product information programmatically, facilitating frictionless and secure transactions through embedded checkouts without redirects or scraping.
Adam Behrens, co-founder of New Gen, emphasized the evolving nature of online retail, stating, “Shopping behavior is changing. Now, shopping starts with a conversation, not a search bar. 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.”
The collaboration with Visa is seen as crucial for establishing the necessary infrastructure for secure payments in this new paradigm. Don Apgar, Director of Merchant Services at Javelin Strategy & Research, highlighted the potential for AI-only shopping platforms, noting, “Shopping agents don’t need to view a website with pictures and descriptions like humans do, which will lead to a next generation of e-commerce. We’ll start to see e-commerce sites built specifically to be found and shopped by AI agents. For example, Target.com would launch ai.Target.com, a site that’s not viewable by humans but designed specifically to be navigable and shoppable by AI agents.”
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This development positions New Gen at the forefront of agentic commerce, a burgeoning field where AI agents engage with online shoppers from product discovery through purchase and post-purchase support. While New Gen is a key player, other major payment networks like Mastercard and PayPal are also actively developing their own agentic commerce infrastructure, signaling a broad industry shift towards AI-powered shopping experiences.
