This paper explores the treatment of intelligent agents as innovations. Past writings in the area of intelligent agents focus on the technical merits and internal workings of agent-based solutions. By adopting a perspective on agents from an innovations point of view, a new and novel description of agents is put forth in terms of their degrees of innovativeness, competitive implications, and perceived characteristics. To facilitate this description, a series of innovationbased theoretical models are utilized as a lens of analysis, namely Kleinschmidt and Cooper's (J Prod Innovation Manage 8:240