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In a series of reports, we cut through the hype to assess the prospects for intelligent agents in consumer commerce. This report examines the intelligent agent market and the role of AI in the development of intelligent agents.


  • Digital assistants and chat bots enable highly personalized one-to-one connections with the consumer, which will be hugely valuable for advertising, marketing, and customer services.
  • Digital assistants are migrating from smartphones to other connected platforms including TVs, connected cars, and various connected home appliances. Eventually, digital assistants will be able to process and understand multiple connected environments and support human needs across them.

Features and Benefits

  • Explains how consumer-facing intelligent agents have developed and why they are important.
  • Discusses the strategies of key players in the intelligent agent market.
  • Assesses the importance of intelligent agents in redefining consumer digital commerce.

Key questions answered

  • What are chat bots and why are they important?
  • What is the state of artificial intelligence and what role does it play in digital assistants and chat bots?
  • Who are the key consumer-facing players? What are their strategies?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Intelligent agents in context

  • Consumer-facing intelligent agents are not entirely new

Understanding intelligent agents

  • Bot basics
  • Blurring the lines between chat bots and digital assistants
  • Not all intelligent agents are created equal

The rise of intelligent agents in the consumer domain

  • Big opportunities for the companies behind digital assistants
  • Attractive scenarios for brands and other third parties
  • Consumers also stand to benefit
  • Digital assistants on smartphones – the springboard
  • Digital assistants are migrating to other platforms
  • The chat bot ecosystem is generating a lot of heat
  • The impact of chat bots on the app economy
  • Bots have promise, but are entering a hype cycle

Close-ups on selected consumer intelligent agents

  • Facebook
  • Microsoft
  • Baidu
  • Viv Labs
  • Amazon Alexa


  • Methodology
  • Further reading
  • Author

Recommended Articles


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