Abstract: Techniques described herein are directed to generating and presenting customized directives for facilitating interactions between user(s) and user interface(s) associated with a content service provider. In an example, the content service provider may determine a state associated with a user based on user data associated with the user. Additionally, the content service provider may receive context data identifying an action performed by the user in association with content item(s) presented via a graphical user interface (GUI) and may determine an intent of the user based at least partly on the context data. Based at least partly on the state associated with the user and the intent of the user, the content service provider may determine a directive for prompting the user to access and/or use a feature associated with the content service provider and may cause a change to the GUI to communicate the directive.