New Gen AI Platform Enables Agentic Commerce With Visa Support

AI infrastructure startup New Generation (New Gen) has unveiled a platform designed to power agentic commerce, enabling secure, AI-initiated transactions through intelligent storefronts and embedded payment flows. The company announced the launch in a news release on Thursday (July 10).

Key Features of the Platform

• AI-Driven Checkout: The platform allows AI agents to securely complete purchases across chat, voice, and emerging agent-driven channels.
• Visa Collaboration: New Gen is leveraging Visa's payment infrastructure and is among the first participants in the Visa Intelligent Commerce sandbox.
• Structured Data: The platform transforms static product catalogs into AI-readable data, supporting both human shoppers and AI agents.

Rising Demand for AI-Commerce

New Gen highlighted a 1,200% surge in web traffic to retail sites from generative AI sources between July 2024 and February 2025. These AI-driven shoppers seek highly personalized recommendations, exhibit higher conversion rates, and spend more than traditional shoppers. However, current web infrastructure often fails to accommodate AI's programmatic interactions, leaving brands unable to capitalize on this high-intent traffic.

Industry Trends and Challenges

• Human Oversight: Despite advancements, most AI deployments still require human oversight for accuracy and process management, as noted in a PYMNTS report.
• Infrastructure Development: Payment giants like Visa, Mastercard, and PayPal are already building agentic commerce infrastructure to enable AI-driven checkout.

Founder Insight

Adam Behrens, a co-founder of New Gen, emphasized the need for collaboration: "There’s really a three-way conversation that has to happen right now: the payment networks, the brands, and then what we’re building, which is the infrastructure to unlock it."