The potential for the efficient and effective organization of market processes by using interactive media is hardly used. Intelligent software agents represent one of most interesting the innovative technologies under economical criteria. This article shows how supplier can use software agents for the individualization and automation of their marketing instruments applied. The use of methods from artificial intelligence enables agents to learn. Thus the automatic optimization of the marketing instruments becomes possible to satisfy massive individualized needs of the demander. Moreover it is outlined, which effect the supplier’s use of software agent has on the buying behavior of the demander. Interaction effects are considerated, which develop, if demander likewise use software agents for the support of their purchase process. This article shows that software agents increase the effectiveness and efficiency of market processes on several levels of the Consumer Buying Behavior Model.