This study focuses on the development of a specific type of Intelligent Agents —
Business Virtual Assistants (BVA). The paper aims to identify the scope of collaboration
between users and providers in the process of agent development and to define the
impact that user interpretations of a BVA agent have on this collaboration. This study
conceptualises the collaboration between providers and users in the process of the
BVA development. It uses the concept of the collaborative development of innovation
and sensemaking. The empirical part presents preliminary exploratory in-depth
interviews conducted with CEOs of BVA providers and analyses the use of the scheme
offered by Miles and Hubermann (1994). The main results show the scope of the
collaboration between BVA users and providers in the process of the BVA development.
User engagement is crucial in the development of BVA agents since they are using
machine learning algorithms. The user interpretation through sensemaking influences
the process as their attitudes guide their behaviour. Apart from that, users have to
adjust to this new kind of entity in the market and learn how to use it in line with
savoir-vivre rules. This paper suggests the need to develop a new approach to the
collaborative development of innovation when Artificial Intelligence is involved.
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