In 2024, U.S. consumers spent a record $12.2 billion on Halloween , with costumes accounting for nearly half of total sales. But predicting which costumes will be the most popular each year has historically been a guessing game for brands and retailers. New Generation (New Gen), a technology company building infrastructure for the AI internet, today announces the launch of its Conversational Tracking capability. The platform lets shoppers describe exactly what they want, and gives retailers the ability to translate those natural language requests into near real-time SKU matching. “Halloween is a perfect illustration of how shopping behavior is changing,” said Jonathan Arena, co-founder of New Gen. “Shoppers aren’t just searching ‘witch costume’ anymore.