Computer-implemented methods for proposing actions to a user to select based on the value of the actions to the user are provided. In one aspect, a method includes receiving content selected by a user from a device, and identifying a plurality of actions to be executed that are associated with a referent entity identified from the selected content, wherein each action has an associated value to the user. The method also includes providing, for display, an identifier of each of at least a subset of the actions based on their associated values. Systems and machine-readable storage media are also provided.