The integration of the Internet of Things (IoT) and artificial intelligence (AI) is critical to the advancement of ambient intelligence (AmI), as it enables systems to understand contextual information and react accordingly. While many solutions focus on user-centric services that provide enhanced comfort and support, few expand on scenarios in which multiple users are present simultaneously, leaving a significant gap in service provisioning. To address this problem, this paper presents a multi-agent system in which software agents, aware of context, advocate for their users’ preferences and negotiate service settings to achieve solutions that satisfy everyone, taking into account users’ flexibility. The proposed negotiation algorithm is illustrated through a smart lighting use case, and the results are analyzed in terms of the concrete preferences defined by the user and the selected settings resulting from the negotiation in regard to user flexibility.