In 1995, Alaska Airlines became the first of the North American carriers to sell tickets online.

Now, the Seattle-based airline is rolling out a virtual assistant named "Jenn" who can answer flight-related questions on the company's Web site. Jenn will even discuss pets and favorite foods, though not sure why a potential traveler would care what the virtual character would have to say on these matters.

I just asked Jenn if she could help me find my frequent flyer number.

Jenn's Response:

"When using miles only to purchase your ticket, you will not be given the option to enter in your Mileage Plan number because you cannot earn flight miles on an Award Reservation."

Hmmm. Obviously there are a few kinks to work out.

So I tried again, hitting on the pet topic by asking if I could bring my dog on a flight.

Jenn's response:

"We do allow some small pets to travel inside the passenger cabin, and larger pets to be checked as baggage. Here are some things you will need to know if you are planning on bringing your pet with you. View Page."

In a separate window, information is provided about traveling with pets, including cost. Potentially helpful.

Just for fun, I asked what food Jenn likes at the Seattle airport. "I love to eat Copper River Salmon - naturally!" she responded. And how old she was, which led to this response:

"I am rather young, or as we say in the virtual world - new. But I like to think I have the experience of someone much older. How can I help you?"

By this time, I felt as if my relationship was growing too strong with Jenn so I stopped asking questions.

The ActiveAgent technology was developed by Spokane's Next IT, which is nominated in two categories for tonight's WSA Industry Achievement Awards. It has also been used on the U.S. Army's Web site with a virtual recruiter named SGT. STAR.

Fred Brown, chief executive of Next IT, says the technology creates a "new, enhanced way for Web users to interact with companies online."