Techniques for determining a Next Best Action (NBA) are disclosed, with the determination being based on a position within an application, past actions by a user when experiencing a similar application context, and/or tasks in queue for the user to execute from current state of the application. Techniques are also disclosed for displaying an interface that includes the NBA in conjunction with a specific rationale for presenting the NBA, such as recommendations by a trusted person, based on the user's and/or other users' past behavior, and descriptions developed based on the specific NBA. Also, methods for determining a best NBA are disclosed, with the NBA being selected by applying static rules to a data set, heuristically analyzing the data set, and/or applying a machine learning model to the data set.