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The smart grid concept is rapidly evolving in the direction of practical implementations able to bring smart grid advantages into practice. Evolution in legacy equipment and infrastructures is not sufficient to accomplish the smart grid goals as it does not consider the needs of the players operating in a complex environment which is dynamic and competitive in nature. Artificial intelligence based applications can provide solutions to these problems, supporting decentralized intelligence and decision-making. A case study illustrates the importance of Virtual Power Players (VPP) and multi-player negotiation in the context of smart grids. This case study is based on real data and aims at optimizing energy resource management, considering generation, storage and demand response.