In implementations, a divergence from a pattern of detected instances of an event is identified, where the event is of a routine of a user. The identified divergence corresponds to an out of routine event. Contextual information is generated corresponding to the identified out of routine event. Furthermore, one or more recommended actions for presenting content to the user are selected based on the contextual information. An indication of the identified out of routine event, the contextual information, and the one or more recommended actions are provided to a service, which may be an application on a user device. The service can present content to the user based on the identified out of routine event, the generated contextual information corresponding to the identified out of routine event, and the selected one or more recommended actions. The service may follow or disregard any of the selected one or more recommended actions.