Disclosed is a system for managing content generated by bots for presentation to a user in association with a chat application. The system receives content items generated by bots monitoring a chat application for display to a user at a user interface (UI) of the chat application. The system provides input based on the received one or more content items and associated contextual information to a trained machine learning (ML) model, and receives, from the trained ML model, for each of the content items, at least one score value based on at least one predicted user response associated with potentially displaying the content item to the user at the UI. The system selects a subset of content items from the received content items based on the received score values and causes a display of this selected subset of content items in addition to a display of content generated by the chat application.