Implementations generally relate to adapting interactions with a television user. In some implementations, a method includes interacting with a user based on a first behavior pattern, wherein the first behavior pattern includes one or more predetermined behaviors. The method further includes observing one or more responses from the user, wherein the one or more responses are responsive to the one or more predetermined behaviors. The method further includes modifying at least one of the predetermined behaviors, wherein the modifying of the results in at least one modified behavior. The method further includes observing at least one change in one or more of the responses, wherein the at least one change is responsive to the at least one modified behavior. The method further includes interacting with the user based on a second behavior pattern, wherein the second behavior pattern includes one or more of the predetermined behaviors and the modified behavior.