Targeted e-commerce marketing using fuzzy intelligent agents

E-commerce has become an important means of transacting business spanning a wide range of interactions, including business to business, business to consumer, and individual to individual. Fuzzy set-based intelligent agents can autonomously and instantaneously determine which ad to display on a Web site, on the basis of the viewer´s characteristics. This approach works when several advertisers must compete for one ad space or when one advertiser must choose from several different ads. I focus on one potential application of fuzzy technology, targeted Web marketing, and show how Iona College´s Machine Intelligence Institute is developing intelligent agents for this application