This study employs a computationally effective Bayesian learning technique, along with social value orientation theory, to design socially rational intelligent agents who work on behalf of real actors. The proposed system is applied to a real world urban land use planning case study. Human actors participate in a pre-negotiation phase, and their social preferences are elicited by intelligent software agents through a number of interactions. Then, software agents come together to engage in an automated negotiation phase and eventually reach an agreement on the spatial configuration of urban land uses on behalf of the actors. The results of the study show that the proposed system is effective at performing an automated negotiation, plus that the final plan – which is the output of the automated negotiation – produces higher social utility and better spatial land use configurations for the agents.