Cloud service providers (CSP) are facing a competitive environment in the cloud-computing world and CSP is huge in demand with the growing field of IoT, fog, and cloud services. Consumers are always looking forward to acquiring services as per requirement. Due to the competitive field in the market of cloud computing, consumers face issues during the delivery of services. Consumer and CSP need an intelligent agent to mediate which performs the negotiations process on behalf of both parties and maintaining other responsibilities. An intelligent agent-based negotiation system (IANS) is required to perform the negotiation process and measure the KPIs during the process that helps to make quick decisions in minimum time. Researchers suggested many learning algorithm-based agents that maximize the success rate and speed of negotiation. IANS with behavior analysis of consumers and CSP helps to opt for more reliable and secure services. IANS uses negotiation metrics, performance factors, and evaluation measures for decision. Due to the dynamic environment of cloud services, IANS is recommended for the negotiation process. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.