Case study: Embodied virtual agents: An analysis on reasons for failure

Abstract

Despite very optimistic academic and professional literatures, embodied virtual agents (EVA) on commercial websites do not seem to keep all their promises. An update in December 2009 of a benchmark led by OrangeLab in 2007 on embodied agents displayed on French websites reveals that more than 60% of them have actually disappeared. This case study deals with understanding the disappearance of embodied virtual agents thanks to a literature review, a benchmark of 80 agents on French commercial websites and an analysis of experts’ in-depth-interviews. This work identifies a series of common errors in the agents design – namely, appearance inadequacy and lack of intelligence and autonomy – that creates a gap between consumers’ expectations and agents’ performance explaining agents’ lack of success. As a conclusion, this case study gives practitioners actionable advices to design future agents by highlighting the characteristics of the ideal virtual sales agent (VSA).