A method includes performing at least the following operations by one or more processors: receiving a request initiated by a device of a first user for a first service to be provisioned by a first entity, deriving a first user preference data based, at least in part, on a historical interaction information of the first user with a second entity provisioning a second service, and responsive to receiving the request, provisioning an instantiation of the first service, by the first entity, in a manner that is based, at least in part, on the first user preference data.