As AI chatbots and autonomous agents become key players in the shopping journey, traditional brand websites must evolve to stay visible and relevant. San Francisco startup New Generation (NewGen), founded by Harvard Business School alumni Jonathan Arena and Adam Behrens, is tackling this challenge by creating AI storefronts — dynamic brand microsites that interact seamlessly with AI agents to deliver personalized, real-time shopping experiences.
New Gen’s AI storefronts go beyond static product pages, allowing AI chatbots to generate tailored offers, update product listings based on trends or tariffs, and even enable autonomous checkout. By building an “AI subdomain” like ai.brand.com, New Gen avoids disrupting existing websites while delivering an adaptive, conversational shopping experience that matches how consumers now search and buy products through AI tools like ChatGPT.
With partnerships including Visa’s Intelligent Commerce initiative and pilots across retail, fashion, travel, and dining, New Gen is helping brands future-proof their digital presence for the agentic economy. By automating product tagging and shifting from keyword to conversational search, these AI storefronts set the foundation for a new era of commerce — where AI agents act confidently on behalf of both consumers and brands.