1. A method comprising: determining, by a processing device, a first user device state of a user device, the first user device state defining an action currently being performed on the user device and one or more observations corresponding to the user device; inputting, by the processing device, the first user device state to a model that receives a user device state and outputs probability values associated with one or more clusters, each cluster being indicative of one or more items of interest corresponding to the user device; determining, by the processing device, an active persona of the user device based on the output of the model, the active persona being indicative of a predicted objective of a user of the user device; and performing, by the processing device, a procedure using the active persona of the user device.