In the ABM under discussion in this look, agents (i.e., consumers) are primarily passive, merely forwarding information received from neighbors without modification. The network is considered static and not subject to active modification. However, if the agents are to proactively adapt to their environment, they can enhance their own payoffs by generating the information they should communicate to others and selecting the recipients to whom they should transmit the information. However, this extension introduces additional assumptions and increases the model’s complexity, potentially compromising its empirical validity. In this chapter, we will present two studies conducted by the author that address cases where the agent exhibits greater adaptability and proactivity. One study examines the process by which influencers emerge from within the consumer population, while the other focuses on affiliate marketing, where influencers monetize their influence.