Method and apparatus for generating profiles using machine learning and influencing online interactions are provided. The methods include generating a user profile specifying a plurality of attribute values for a plurality of principle attributes, by processing a corpus of electronic documents using a first trained machine learning model. In an embodiment, the method further comprises generating a provider profile specifying a plurality of attribute values for the plurality of principle attributes, for each of a plurality of providers, by processing a respective corpus of electronic documents associated with each respective provider using a second trained machine learning model. A plurality of match coefficients based on comparing the user profile and the plurality of provider profiles are determined. Finally, one or more online interactions between the user and the target provider are influenced based on the determined match coefficients.