A computing device includes at least one processor to execute a web browser application and a separate and distinct plug-in deployment application. The web browser application receives user action information indicating user interaction with a web page displayed by the web browser application, determines that a new plug-in is to be installed based on the user action information, and provides the plug-in deployment application with download instructions for downloading the new plug-in. The plug-in deployment application automatically downloads the new plug-in in response to the download instructions without user involvement, and automatically installs the new plug-in on the computing device without user involvement.