arXiv:2610.30469v1 Announce Type: cross Abstract: Traffic management has traditionally focused on toll-based and road pricing solutions. However, road pricing often raises concerns about accessibility and public dissatisfaction, leading to its prohibition in some places, such as Finland. This study optimises the dynamic allocation of incentives to drivers, encouraging them to reroute onto alternative (potentially longer) paths to achieve greater societal benefit, reduced total travel time (TTT) and total emissions in the transportation network, contributing to sustainable urban mobility. We employ a multi-agent reinforcement learning approach to dynamically assign incentives to drivers to reduce both TTT and emissions, with travel times estimated using traffic simulation software. We demonstrate that, with an unlimited budget and an objective of minimising travel time, the incentive scheme reduces TTT by 16%, compared to the dynamic User-Equilibrium (UE) with a budget equivalent to about 11% of the UE total time. When the goal is to minimise emissions, a 9% reduction in CO2 emissions is observed under an unlimited budget. We demonstrate a critical trade-off: minimising TTT leads to an increase in emissions, while prioritising emission reductions raises TTT. However, with the right combination of weights in the multi-objective function, both TTT and total emissions are improved beyond the baseline.