1. A method in a user device, comprising: receiving an explicit declaration from a user of the user device in real time without the user device prompting the user, the explicit declaration is configured to influence a subsequent recommendation, the user device recognizing the explicit declaration by an identifier for an intelligent personal assistant of the user device that begins the explicit declaration; processing the explicit declaration to generate a record; generating a recommendation rule based on the generated record, the recommendation rule defining a manner in which a corresponding recommendation is provided; matching the recommendation rule with one or more environmental triggers; and executing the matching recommendation rule to generate a recommendation for the user.