If supply goods and services on electronic marketplaces were fully transparent and accessible, intelligent agents would reduce opportunity costs considerably. Intelligent agents will alter markets by push-communication. Based on knowledge gained, the intelligent agent supplies information to its target user whenever it considers the profile of the target user is found appropriate. Intelligent agents will alter markets by push-communication, thus offering numerous opportunities for innovations. These innovations will involve new market processes, new market players as well as new products.
Profitability appears to be a controversial point.
On balance, we expect that profit will be very limited because of low margins. In spite of lower costs and a higher level of innovation which could lead to higher profitability, the use of intelligent agents will result in more pressure on prices.