Reimagining financial marketing in the era of artificial general intelligence: architectural, strategic, and regulatory perspectives

Abstract The emergence of artificial general intelligence (AGI) as autonomous consumer agents marks a fundamental shift in financial marketing. This paper explores the strategic, technical, and regulatory transformations required when intelligent agents not humans-mediate purchasing decisions. I propose a modular architecture for AGI-based consumer proxies capable of preference representation, algorithmic negotiation, and regulatory compliance. Building on agency theory, game theory, trust frameworks, algorithm structure, and behavioral economics, I introduce the AGI Consumer Proxy Model to conceptualize marketing dynamics in AGI-mediated environments. A mixed-method approach: combining agent-based simulations and expert interviews; tests on how AGI influences pricing models, market concentration, and trust mechanisms. The findings suggest that algorithm-to-algorithm interaction will redefine brand loyalty, necessitate new pricing strategies, and require novel regulatory infrastructures. This study provides actionable guidance for financial institutions, AI developers, and policymakers in designing equitable and efficient AGI-era marketplaces.