Virtual agents (VAs) can be managed in interactions with communication devices (and associated users) or other VAs. A VA management component (VAMC) can track, and analyze information relating to, interactions between a VA and one or more users. During a current interaction of the VA with a user, VAMC can determine a current context of the user, environment associated with the user, and personality attributes of the user from the current and previous interactions. During the interaction, VAMC can manage the VA to modulate the behavior of the VA, responses of the VA, and personality attributes of the VA based on the current user context, environment, and personality attributes of the user. The VAMC also can manage the VA and adapt the personality attributes, behavior, and responses of the VA to the device that is implementing the VA and device capabilities of the device.
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