New Gen Launches Publicly with $4.5M Seed Funding
New Gen incorporates the latest AI capabilities with design-forward thinking to create intelligent storefronts that transform how brands serve customers online.
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New Generation (New Gen) has launched publicly with $4.5M in seed funding. The startup is changing how brands engage with consumers and AI-powered shopping agents by giving every brand its AI-powered shopping page that creates a custom experience for each visitor.
“Traditional retail websites weren’t designed for the conversational, AI-first future,” said Jonathan Arena, Co-Founder of New Gen.
“We’re solving this by creating AI-native storefronts that deliver instant answers and visual, generative experiences without forcing shoppers through rigid navigation or filters. Brands that aren’t optimised for this shift risk immediately losing sales to competitors. We firmly believe brands that build for both humans and machines will own the future of commerce.”
New Gen modifies traditional product catalogues by converting them into AI-readable data and adding a generative interface. Customers receive instant visual responses via natural language, while AI agents access structured information through a designated AI subdomain (e.g., ai.yourbrand.com).
This subdomain is a specialised entry point optimised for human shoppers and AI-driven traffic, ensuring brands can transition to AI-native commerce without overhauling their existing websites or technology stacks.
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“SEO and sponsored results reflect a traditional approach that’s worked well in the era of Google search. Commerce is entering a conversational, AI-driven era where customers expect direct answers, not a scavenger hunt,” said Adam Behrens, Co-Founder of New Gen.
“Just as programmatic advertising replaced static banners, AI is fundamentally reshaping discovery and purchasing. Brands need new infrastructure built to engage both humans and AI agents simultaneously. That’s precisely what we’ve built: a fast, dynamic platform designed for this emerging reality.”
Evan Tana, Partner at South Park Commons, said, “Brands are stuck with static websites in a world where consumers increasingly expect real-time, intelligent, and personalised experiences.”
“New Gen uniquely incorporates the latest AI capabilities with design-forward thinking to create intelligent storefronts that transform how brands serve customers online. Brands that embrace this shift early will capture the next wave of high-intent shoppers arriving through conversational AI channels.”
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