Survey of Marketing Agents, Agent-Based Models, and Generative AI in Marketing

Generative AI and Agent-Based Models (ABMs) are transforming marketing with the ability to develop accurate, adaptive, and consumer-centered strategies. ABMs model interactions among agents such as consumers, firms, and influencers to reveal behavioral patterns and campaign optimization. At the same time, Large Language Models (LLMs) are elevating content creation, customer experience, and campaign management. This survey addresses where these technologies overlap to power contemporary marketing innovations, resolving for privacy, scalability, and ethics. Drawing on empirical case studies and current advances in multimodal and reinforcement learning, the book targets hybrid frameworks as well as future paths in ethical AI, green algorithms, and additional personalization.