Intelligent Agents Bring New Opportunity For Brands, Says Agency Exec

Consumer interest in artificial intelligence-powered agents is high, but at least one agency executive says there might be more opportunity on the brand side. Nearly half (45%) of U.S. consumers currently use intelligent agents, such as Google’s Assistant, Apple’s Siri or Amazon’s Alexa, according to a new Forrester report. The study did not focus on the voice aspects of digital assistants. The intelligent agent market also is growing, with consumer usage of virtual assistants projected to reach 2 billion by 2021, according to recent research from Tractica. Forrester defines such agents as ‘personal digital concierges that know the user and her data and are discerning enough to interpret her needs and make decisions on her behalf.’ When these capabilities act on behalf of a brand instead of an individual, a…


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