NewGen, a technology company specializing in AI-driven interactive solutions, announced today that its platform enables e-commerce retailers to create virtual storefronts with AI-initiated secure transactions and embedded payment processes.
An emerging trend in retail internet usage is powered by AI agents that act as virtual shoppers on behalf of users. These intelligent assistants analyze consumer needs, infer purchase intent, and search across both static and dynamic product catalogs. They can also compare discounts and finalize purchasing decisions, occasionally completing checkout via integrated payment channels.
"Shopping behaviors are evolving rapidly, making it difficult for brands to keep pace," said NewGen co-founder Adam Berens. "Today, shopping experiences are initiated through conversations rather than search bars."
According to NewGen, AI-powered traffic is redefining the buyer journey from discovery to purchase, with brands struggling to adapt to this transformation.
Recent examples of agent-driven shopping experiences include Google's AI-powered search feature that displays product listings, Microsoft's AI shopping integration in Bing and Edge, and OpenAI's implementation of AI-driven shopping experiences within ChatGPT to help users find optimal deals.
These companies are now developing systems that empower users to deploy AI agents for autonomous shopping tasks, including price comparison and purchase execution.
NewGen predicts that maintaining customer relationships in the coming era will require retailers to build AI-optimized storefronts to accommodate programmatic shoppers alongside human consumers. Storefronts must facilitate secure transactions initiated by AI agents using chat, voice or app-based interactions while protecting retailers from potential fraud and upstream risks.
"[Brands] face the challenge of brand-building when they no longer control the experience," said Dirk Horlig, co-founder of Commercetools GmbH, an AI-native commerce tool provider, during a live session at Elevate 2025 with theCUBE (SiliconANGLE Media).
Horlig explained that enterprises are essentially building AI agents to engage in sales conversations with other AI agents outside their brand ecosystem. NewGen recommends maximizing agent visibility while maintaining human shopping experiences.
"We're helping brands make their catalogs and experiences fully AI-shopping ready, including emerging shopping agents," said NewGen co-founder Jonathan Arend. "When AI agents are ready to purchase, we can help ensure seamless, secure and instant conversion paths through partnerships."
This capability is enabled through smart storefronts that convert static product catalogs into structured AI-ready data, hosted on custom domains like ai.brand.com.
These domains provide personalized conversational interfaces for human users while delivering algorithmic experiences for AI agents. Both pathways converge at the same destination with optimization for each entity type.
According to Adobe Inc., traffic from generative AI sources to U.S. retail websites increased by over 1200% between July 2024 and February 2025. Users are increasingly adopting AI-assisted search methods, with this emerging trend showing no signs of slowing down.
