A process for recommending choices to a user uses a first model representing the user's subconscious and a second model representing the user's consciousness. The process comprises receiving data and performing, using the second model, a simulation by modeling the user and a third party to derive a simulation result that determines how the user would react to a situation based at least in part on the received data. Using the first model and the simulation, a first set of recommendation choices based at least in part on the received data is derived, and a set of recommendation choices for presentation based on the first set of recommendation choices is determined and presented to the user. As the user is making a selection, the user is monitored for conscious decisions and subconscious reactions, which are used to update the first model and the second model.