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New Generation, a technology company that creates AI-native storefronts for merchants, unveiled its agentic-commerce platform early Thursday. The platform allows AI agents to securely check out from merchant Web sites.
The company is working with Visa Inc. to enable payments through its platform, handle identity checks, and provide fraud protection throughout the shopping experience, as opposed to just during checkout. Payments can be initiated by AI agents across chat, voice, or embedded experiences, New Generation says.
Agentic commerce enables AI agents to engage with online shoppers throughout their shopping and buying, including the product-discovery phase to purchase and post-purchase support. AI agents, which leverage artificial intelligence to complete tasks on behalf of a shopper, have the ability to understand individual customer needs and preferences and offer personalized recommendations, experts say.
Agentic commerce is especially popular with Gen Zers, who are embracing the technology because of their desire for “fast, personalized answers instead of endless scrolling and static Web sites,” a New Generation spokesperson says by email.
Nearly 75% of Gen Zers want to use AI while shopping online, according to data from Statista.com. In addition, data from Adobe Analytics reveals that traffic to merchant Web sites in the United States from generative AI sources increased by more than 1,200% between July 2024 and February 2025.
“Consumers gravitate toward [agentic commerce] because AI-powered platforms let them ask a question and instantly get a curated shopping experience that fits their needs,” the New Generation spokesperson says.
New Generation developed its platform to be compatible with any AI agent, merchant site, or brand, the company says. The platform organizes product information for the storefront in a structured way using natural language so that AI agents can understand a question and act on it. For example, a consumer can type or say “I need a waterproof jacket for hiking,” and receive personalized results.
“That means platforms like ChatGPT or Daydream can browse the catalog, make recommendations, and even move toward checkout, using the same storefront a human would,” the New Generation spokesperson says. “It’s one format that works for both.”
Merchants can connect to the New Generation platform via an application programming interface and pre-built modules. Partnering with Visa ensures the infrastructure is in place to ensure secure payments, observers say.
“This gives shoppers or their AI assistants more confidence in the transaction, and lets brands connect to Visa’s systems without having to rebuild how they already do business,” says the New Generation spokesperson.
Experts say network involvement could be critical in furthering AI development in shopping and payments. “The major driver … is the recent announcements by Visa and Mastercard regarding their support of Agentic AI,” says Thad Peterson, a strategic advisor for Datos Insights. “With the ability to leverage the networks to deliver transactions, the challenges of implementing an agentic payment experience are reduced. As to how this will manifest, it’s still extremely early in the development curve and there are going to be a lot of different approaches attempted before a set of relevant use cases are developed. Agentic AI in payments is going to be a very big deal, it’s just not yet clear what the space is going to look like.”
