Fuzzy methods in e-commerce

We discuss how fuzzy set based intelligent agents can be used in e-commerce as a means adding-in targeted marketing. We describe a paradigm for advertising on the Internet which makes use of intelligent agents. Of particular significance in the model described is the ability of processing information online in real time and using very specific information about potential customers, rather than general demographic information, in deciding wether a visitor is a good potential customer and if so, which particular product or class of products is must suitable to bring to their attention. The technology of fuzzy modeling plays a central role in this development.