# LLM-Based Multi-Agent System for Simulating and Analyzing Marketing and Consumer Behavior

arXiv: https://arxiv.org/abs/2510.18155 · HTML: https://mlsanity.com/paper/2510.18155/

## Key facts

- Cited by 3 papers in the map (data through 14 Oct 2026).
- Placed in Social simulation and multi-agent debate, one of 16 directions in LLM agents and tool use.
- Builds on 1 of its 11 references that are in the map.
- First posted on arXiv 20 Oct 2025.

## Placed in

- LLM agents and tool use / [Social simulation and multi-agent debate](https://mlsanity.com/agents/social-simulation-and-multi-agent-debate/)

## Builds on (most cited first, 1 of 1)

- [Generative Agents: Interactive Simulacra of Human Behavior](https://mlsanity.com/paper/2304.03442/) (2023)

## Built on by (most cited first, 3 of 3)

- [What Makes a Sale? Simulating End-to-End Seller--Buyer Retail Dynamics with LLM Agents](https://mlsanity.com/paper/2604.04468/) (2026)
- [SocialFiVis: A Visual Analytics Sandbox for LLM-Grounded Multi-Agent Simulation in Social Finance](https://mlsanity.com/paper/2608.08497/) (2026)
- [An Agentic Approach for Active Data Collection, Travel Behavior Modeling, and Weather-Sensitive Demand Prediction](https://mlsanity.com/paper/2608.20320/) (2026)

## Abstract (arXiv)

Simulating consumer decision-making is vital for designing and evaluating marketing strategies before costly real-world deployment. However, post-event analyses and rule-based agent-based models (ABMs) struggle to capture the complexity of human behavior and social interaction. We introduce an LLM-powered multi-agent simulation framework that models consumer decisions and social dynamics. Building on recent advances in large language model simulation in a sandbox environment, our framework enables generative agents to interact, express internal reasoning, form habits, and make purchasing decisions without predefined rules. In a price-discount marketing scenario, the system delivers actionable strategy-testing outcomes and reveals emergent social patterns beyond the reach of conventional methods. This approach offers marketers a scalable, low-risk tool for pre-implementation testing, reducing reliance on time-intensive post-event evaluations and lowering the risk of underperforming campaigns.