SPARK Matrix™: Intelligent Virtual Assistants (IVA), Q4 2025
The Intelligent Virtual Assistants (IVA) market is entering a defining phase where agentic AI is transforming assistants from reactive interfaces into autonomous agents. Buyers increasingly expect IVAs to deliver industry specific workflows, orchestrate complex tasks across ecosystems, and do so under stringent security and governance frameworks. This shift is not only resetting technology benchmarks but also reshaping commercial models, positioning agentic capabilities as the primary driver of differentiation and market leadership.
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