Intelligent self-service refers to the new generation of self-service solutions. These solutions are changing the paradigm over the old way of doing it. The highly structured classification and prescriptive knowledge bases are being replaced (or fronted) with virtual customer assistants (VCA’s) or chatbots. The old IVR phone trees (“press one for billing, press two for services…”) are being replaced by graphical or digital alternatives. Automation technology, often thought to be the exclusive domain for organizational automation, is now being utilized to assist customers.