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Chapter 9

Chapter 9. Part 4: Software Solutions Software Agents for E-Commerce. Learning Objectives. Describe what software agents are Differentiate between various classes of software agents Understand the use of artificial intelligence and statistical reasoning

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Chapter 9

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  1. Chapter 9 Part 4: Software Solutions Software Agents for E-Commerce Chapter 9

  2. Learning Objectives • Describe what software agents are • Differentiate between various classes of software agents • Understand the use of artificial intelligence and statistical reasoning • Describe the range of agents available to assist in the buying process • Identify various activities in e-commerce where software agents can be used Chapter 9

  3. Overview • What are software agents? • Logic of agent behavior • Types of agents • Information agents • E-Commerce agents • Mobile agents Chapter 9

  4. What are software agents? • Software entities • Autonomy/agency without detailed commands • Purposeful goal-driven • Reactive react to changes in environment. Exhibit intelligence • Social and Mobility skill travel around and interact with other agents Chapter 9

  5. What are Software Agents? Chapter 9

  6. Logic of Agent Behavior • Symbolic Reasoning • if <condition> then <action> • BeyondMail from Banyan • 1) IF <event='mail_receipt'> AND • < email_sender=’CEO’> THEN <save_in_folder=’Urgent’> • 2) IF <save_in_folder NOT Empty> THEN <notify> Chapter 9

  7. Logic of Agent Behavior • Statistical Reasoning • Market Segmentation • Clustering according to some characteristics such a buying behavior, demographic data • Also called Collaborative filtering • Used by Amazon.com to predict books that might prove to be your favorite Chapter 9

  8. Logic of Agent Behavior • Multi-attribute utility theory • used to rank-order different choices such as items to buy • Utility is related to various quality, price and delivery attributes • Utility numbers are calculated for various choicesVarious formulas used: • U(x)= log( x+ b) • U(x)= a + bx + cx2 U(x) = (1/k) (1- e –kx) • where U is the utility and x is the measure of the attribute. In the case of an automobile, x could be price, quality or fuel economy. Chapter 9

  9. Logic of Agent Behavior • Constraint Satisfaction Approach • A way to prune a large set of choices • Hard and Soft constraints • Options/ choices that violate hard constraints are removed • Options left are evaluated in terms of how far soft constraints violated Chapter 9

  10. Logic of Agent Behavior • Auction Protocols • English auction price start low and move up • Dutch auction price start high and move low • Sealed-bid auction offers in sealed envelopes Chapter 9

  11. Logic of Agent Behavior Auction Engines used in e-business Chapter 9

  12. Types of Software Agents • Information Agents • E-Commerce Agents • Mobile Agents Chapter 9

  13. Information Agents • Information Search Agents search engines • Information filtering agents search few specific web site and retrieve information relevant to a user Chapter 9

  14. Information Agents Logic of filtering agents Chapter 9

  15. Information Agents • Information Delivery Agents • Pull versus Push (scheduled pull). In push, the client-based software periodically contacting the server for recent news Chapter 9

  16. Information Agents • Information Notification Agents • message arrives by email Chapter 9

  17. Information Agents • Information Reconnaissance Agents • Letizia at MIT brings to attention to users pages of interest that are only a few links away from the current page • The system builds up a interest profile of the user and searches neighboring pages of interest Chapter 9

  18. E-Commerce Agents • Agents help in 6 stages of consumer decision-making process • Need identification • Product brokering • Merchant Brokering • Negotiation • Purchase and delivery • Service and evaluation Chapter 9

  19. E-Commerce Agents Chapter 9

  20. E-Commerce Agents • Jango uses a process called wrapping to find product prices which it uses to rank-order offerings from various web sites. Used at Excite portal Chapter 9

  21. E-Commerce Agents ClassifiedWarehouse content-based search used in classifieds Form-based input Chapter 9

  22. E-Commerce Agents PersonaLogic uses constraint-satisfaction approach Chapter 9

  23. E-Commerce Agents • Frictionless.com uses agent Tete-a-tete based on multi-attribute utility theory Chapter 9

  24. E-Commerce Agents • Extempo Use of Interactive Imp characters Chapter 9

  25. E-Commerce Agents • Architecture of Imp System Chapter 9

  26. E-Commerce Agents Use of Imp Character by Proctor & Gamble Chapter 9

  27. E-Commerce Agents • Frontmind Personalization tool • Present web content according to user interests and characteristics • Need to collect data on user behavior and demographic characteristics • Frontmind uses both statistical and rule-based reasoning Chapter 9

  28. E-Commerce Agents • Frontmind Personalization tool offered by Manna, Inc Chapter 9

  29. Mobile Agents • Software that actually travels around the web collecting data. Not only data but the program is moving around • Reduces traffic on the network. Only the relevant data is forwarded • Local computation at the server where the data is available means often reduced computation • Experimental stage Chapter 9

  30. Mobile Agents • Logic of Mobile Agents • Mobile agent places • Mobile agent • Mobility • Authority and permit • General Magic, Inc product Telescript Chapter 9

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