Multi-agent reinforcement learning faces fundamental challenges that conventional approaches have failed to overcome: exponentially growing joint action spaces, non-stationary environments where simultaneous learning creates moving targets, and partial observability that constrains coordination. Current methods remain reactive, employing stimulus-response mechanisms that fail when facing novel scenarios. We argue for a transformative paradigm shift from reactive to proactive multi-agent intelligence through generative AI-based reinforcement learning. This position advocates reconceptualizing agents not as isolated policy optimizers, but as sophisticated generative models capable of synthesizing complex multi-agent dynamics and making anticipatory decisions based on predictive understanding of future interactions. Rather than responding to immediate observations, generative-RL agents can model environment evolution, predict other agents' behaviors, generate coordinated action sequences, and engage in strategic reasoning accounting for long-term dynamics. This approach leverages pattern recognition and generation capabilities of generative AI to enable proactive decision-making, seamless coordination through enhanced communication, and dynamic adaptation to evolving scenarios. We envision this paradigm shift will unlock unprecedented possibilities for distributed intelligence, moving beyond individual optimization toward emergent collective behaviors representing genuine collaborative intelligence. The implications extend across autonomous systems, robotics, and human-AI collaboration, promising solutions to coordination challenges intractable under traditional reactive frameworks.