Together, New Gen and Visa aim to merge AI-powered shopping with secure, frictionless payments, helping brands and consumers navigate agent-led commerce with confidence.
New Generation (New Gen), founded by former product leaders from Meta, Stripe, and Patreon, has partnered with Visa to develop what it calls the first payment layer that allows AI agents to 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,” said 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,” said 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.”
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