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 innovation-based theoretical models are utilized as a lens of analysis, namely Kleinschmidt and Cooper’s (J Prod Innovation Manage 8:240–251, 1991) market and technological newness map, Abernathy and Clark’s (Res Policy 14:3–22, 1985) competitive implications framework, and Moore and Benbasat’s (Inf Syst Res 2:192–222, 1991) list of perceived innovating characteristics. Together, these models provide a theoretical foundation by which to describe intelligent agents, yielding new insights and perceptions on this relatively new form of software application.