The initiative aims to help companies move beyond static websites by deploying dynamic, agentic commerce tools. Managed by Barbarian’s executive leadership, including Jeff Blackman and Kai Tier, the team will integrate specialized enterprise technology with the agency’s creative strategy. Dave Becker, formerly of Huge, joins as director of strategic alliances to oversee the practice’s integration with platforms like Adobe and Salesforce.

Barbarian is grounding the new practice in a partnership with New Generation, an AI software firm whose "Kepler" product allows brands to transform their digital storefronts into programmable agents capable of reasoning over brand knowledge in real time. Citizen Watch America has already signed on as the founding client, utilizing the practice to overhaul its commerce ecosystem. The agency has also achieved Gold Solutions Partner status with Adobe, leveraging its proprietary tool library, Barbarian CORE, to standardize these workflows across five service pillars: commerce, experience, content, relationships, and internal operations.