IVA or Intelligent virtual assistant is new technological product and a computer-generated persona which helps the customer to provide information through smartphone, kiosk or a website by using text-based or voice based assistant. In the last few years, the IVAs have gain tremendous popularity over the traditional information centres. High use of smartphones among the youngsters and rapid changes in the technology are some of the major factors driving the Intelligent Virtual Assistant Market. As a major trend, social media holds major impact on growth of the global market. As the amount of people using social media platforms are increasing, they are becoming highly depended on the things they explore while making any purchase decision. On the other hand, IVAs are also becoming more popular among the retail industry. IVA helps retail industry in several ways including enhanced customer experience and analysing the buying behaviour of the customer in most efficient way.