New Gen teams with Visa on AI native storefronts with embedded payments to power agentic commerce

New Generation (New Gen), which was founded by former product leaders from Meta, Stripe, and Patreon - in partnership with Visa - is launching what is pitched as the first payment layer that lets AI agents shop and pay on behalf of consumers. 

New Gen’s rails are built for any AI agent and any brand. It is working with Stripe, OpenAI, Anthropic, and fashion brands to power intelligent storefronts that go from “I need breezy linen pants for a beach wedding” straight to purchase.

“Shopping behaviour is changing rapidly, and brands are having a hard time keeping up. Now, shopping starts with a conversation, not a search bar,” says Adam Behrens, Co-founder at New Gen.

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

Together with Visa, the company is exploring:

• Facilitate secure, seamless transactions initiated by AI agents on behalf of human users across chat, voice, or embedded experiences.

• Integrate fraud, identity, and authorisation protocols upstream in the agentic shopping flow, not only at checkout to give consumers control and confidence in each transaction.

• 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 catalogues and experiences fully shoppable by AI, including emerging shopping agents,” says Jonathan Arena, Co-founder at New Gen. “Our platform makes products instantly shoppable across chat, voice, and agent driven platforms and renders conversational, personalised 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 angel investors including the co-founder of Pinterest, the former COO of Stripe, and the Head of Llama at Meta.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.