The rise of AI agents marks a pivotal change in online shopping, straining traditional ecommerce systems and advertising value. Startups like New Gen are stepping in to equip brands for this transition. Their subdomains, such as ai.nike.com, customize experiences for visitors; humans interact through a conversational AI interface while bots receive structured data to optimize functions like product comparisons and inventory access. According to Adam Behrens, co-founder of New Gen, these AI agents present an 'existential threat' to ecommerce companies, emphasizing the need for adaptation.
The emergence of AI agents is posing significant challenges to traditional ecommerce, as they test the value of advertising and infrastructure in a digital shopping environment.
New Gen's innovative subdomains adapt in real time, offering a conversational AI experience for humans while providing structured data for bots to function effectively.
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