1. A method comprising: receiving, at a processor, a user request for content recommendations; providing, by the processor, a plurality of content categories for user selection; receiving, by the processor, at least a subset of the categories selected by the user; generating, by the processor, a subset of avatars for selection by the user based at least on the user selected categories; receiving, by the processor, a user selection of an avatar from the subset of avatars; associating, by the processor, the avatar to a respective user model of the user; and customizing, by the processor, the user model by exchange of communication with the user via the avatar.