From http://www.acm.org/technews/articles/2003-5/0207f.html

"Chaos, Inc."
       Red Herring (01/03) No. 121; Waldrop, M. Mitchell 

Agent-based computer simulations based on complexity science are being
used by companies to improve their bottom lines. Complexity science
promotes the theory that all complex systems have common
characteristics: They are massively parallel, consisting of adaptive,
quasi-independent "agents" that interact simultaneously in a decentralized
configuration. By following this theory, agent-based simulations can map
out system behavior that spontaneously stems from many low-level
interactions. The simulations are appealing to company executives because
they are easier to understand than the highly abstract and mathematical
underpinnings of conventional modeling programs, while Fred Siebel of
BiosGroup notes that they allow "what if" scenarios to be played out over a
much larger canvas. For instance, Southwest Airlines hired BiosGroup to
model its freight delivery operations in order to make them more efficient;
agents that represented freight handlers, packages, planes, and other
interactive elements were developed and put through their paces, after
which the rules of the system were changed and tested to find the most
efficient behavioral pathway. By following the strategy outlined by the
simulation, Southwest was able to shave as much as 85 percent off the
freight transfer rate at the busiest airports, and save $10 million over five
years. Other sectors that are taking an interest in agent-based simulation
include the U.S. military, which is using it to coordinate the flights of
unmanned reconnaissance aircraft, and the insurance industry, which wants
to employ better risk management strategies. However, the agent-based
simulation industry primarily consists of a handful of struggling startups,
and one of the current drawbacks of their services is that the technology
may be too state-of-the-art for most businesses, according to Assuratech
CEO Terry Dunn.

       http://www.redherring.com/insider/2003/01/chaos012203.html