In some examples, a server may receive an utterance from a customer. The utterance may be included in a conversation between the artificial intelligence engine and the customer. The server may convert the utterance to text and determine a customer intent based on the text and a user history. The server may determine a user model of the customer based on the text and the customer intent. The server may update a conversation state associated with the conversation based on the customer intent and the user model. The server may determine a user state based on the user model and the conversation state. The server may select, using a reinforcement learning based module, a particular action from a set of actions, the particular action including a response and provide the response to the customer.