Herein is disclosed a virtual embodiment display system comprising one or more image sensors, configured to receive one or more images of a vehicle occupant; one or more processors, configured to determine a gaze direction of the vehicle occupant from the one or more images; select a display location corresponding to the determined gaze direction; and control an image display device to display a virtual embodiment of an intelligent agent at the display location; the image display device, configured to display the virtual embodiment of the intelligent agent at the selected display location according to the one or more processors.