TLDR: XGEN AI has acquired R2Decide, a leader in retail-focused artificial intelligence and generative engine optimization (GEO) technology. This strategic move aims to significantly enhance XGEN AI’s Search and Product Discovery Platform, accelerating the development and deployment of advanced AI solutions for the retail sector and driving the future of agentic commerce.
NEW YORK, NY – September 18, 2025 – XGEN AI, a leading AI-platform specializing in next-generation e-commerce search and product discovery, today announced its acquisition of R2Decide, a pioneering firm in retail-focused artificial intelligence and generative engine optimization (GEO) technology. This acquisition is set to propel XGEN AI’s capabilities, further solidifying its position at the forefront of AI-powered retail.
R2Decide brings to XGEN AI its innovative agentic commerce AI and advanced optimization capabilities, which are expected to seamlessly integrate with XGEN’s industry-leading Search and Product Discovery Platform. The combined entity aims to redefine online retail by shaping the future of agentic commerce, thereby driving enhanced engagement and revenue for global brands.
Charlie Cole, President of XGEN.AI, emphasized the transformative nature of this acquisition, stating, “R2Decide has profoundly demonstrated how online retail tools are evolving. By integrating R2Decide’s finely-tuned models with XGEN AI’s extensive scale and enterprise focus, we are poised to deliver the next generation of retail discovery: a system that is faster, smarter, more relevant, and acutely focused on profitability.” This sentiment underscores a clear vision for leveraging advanced AI to achieve tangible business outcomes.
The acquisition incorporates R2Decide’s proprietary multimodal search technology, which uniquely unifies text, image, and context. This technology, along with their domain-tuned embedding models for Generative Engine Optimization (GEO) and a valuable portfolio of retail clients, will be integrated into XGEN AI’s existing workflow tools. The integration will occur within a neuro-symbolic framework, allowing for real-time optimization through data feedback loops and delivering retailer-specific logic that translates into immediate business results for clients.
XGEN AI already boasts a strong track record, powering e-commerce for prominent retail clients such as Marc Jacobs, Sonos, and Valentino, with reported conversion lifts ranging from 7% to an impressive 68%. The addition of R2Decide’s advanced AI technology is anticipated to significantly accelerate XGEN AI’s product roadmaps, delivering even greater outcomes for clients. These outcomes are expected to manifest as increased conversion rates, higher revenue per visit, and superior customer experiences, firmly positioning the company at the epicenter of agentic commerce.
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Further bolstering XGEN AI’s leadership in the AI space, Lutz Finger, co-founder of R2Decide, will join the company as Head of AI. Finger, a distinguished Cornell faculty member, author, and former executive at tech giants like Google, Snap, and LinkedIn, brings decades of invaluable AI thought leadership and innovation to his new role.
