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AI agents—the latest digital buzz term—are expected to shop online on behalf of humans, and that shift is testing not just the value of advertising, but traditional ecommerce infrastructure.
Startup New Gen is helping brands prepare for this shift.
The startup’s hosted subdomains—such as ai.nike.com—adapt in real time depending on the visitor. Humans see a conversational interface powered by generative AI, while bots are served structured data designed to complete specific functions like comparing products, checking shipping timelines and accessing real-time inventory.
The influx of agentic bots is an “existential threat that we hear from the C-suite of the [ecommerce] companies,” said Adam Behrens, co-founder of New Gen.
