We find ourselves surrounded by helpful assistants, from Apple’s Siri to Microsoft’s furistic Cortana to Amazon’s Alexa. Pretty much every tech giant is making digital agents for their customers. Natural language is more intuitive than web or mobile interfaces, which usually entail some degree of a these dyaslearning curve. Instead of dropdowns or checkboxes, personal assistants allow users to formulate queries naturally, by speaking or texting. Speaking of personalization, this feature is absolutely essential for any digital product, as it offers a foolproof track to customer loyalty. However, AI assistants take this benefit to a whole new level. First, virtual agents apply AI-powered capabilities to interpret user input and understand customer behavior. From here, they employ machine learning to refine their responses and deliver only relevant options based on consumer preferences. Personal assistants can access a large spectrum of data. They can provide everything from data insights that are readily available on Google to field-specific content stored in integrated databases. The integration capacity, flexibility, and self-learning ability of digital agents build part of this benefit. The current state of the market creates the other part. It’s the intersection of two technologies that makes the unique connectivity possible. AI-enabled assistants and innovations in the Internet of Things bring a whole new level of communication between devices, people, and companies. Considering the volume and prospects of both markets, this will only grow in the future. On the one hand, the growth of voice assistants runs parallel with the progress in artificial intelligence, IoT, self-driving technology, and emerging interfaces based on text, audio, image, and haptic signals. The intelligent agent serves as a practical tool for today’s high-tech environment. It becomes indispensable to the normal functioning of the new generation of devices and emerging driverless cars, connected homes, and smart cities. On the other hand, AI-enabled assistants serve as a mediator between humans and innovation. This technology helps people adapt to a constantly changing digital space and adopt technology in both the professional and personal areas of their lives.