The goal of psychology is to predict and control behavior. It is the same goal we have as knowledge engineers. This may sound somewhat Orwellian, but it is not about sinister machinations. In Artificial Solutions, we want to do everything possible to help users of our Teneo virtual assistants (VAs) quickly and conveniently find the way to the information they need. Since a VA is typically designed to answer a specific set of queries, we have a clear idea of which content should be covered. For example, it’s reasonable to expect that a VA on a bank’s website will be asked questions about banking, hence it will need to be an expert on transactions such as opening accounts and transferring money, but it is not reasonable to expect it to advise you which sofa to buy with the check you write. Anna knows every item that IKEA sells, but will be puzzled if you try to borrow money from her.