The disclosure includes a system and method for providing recommendation items to users. The system includes a processor and a memory storing instructions that when executed cause the system to: receive identification input data associated with a user; identify the user using the identification input data; receive sensor data; determine a current situation associated with the user from one or more predefined situations described by predefined situation data and associated parameters; receive data describing a set of candidate items; generate a set of efficacy scores for the set of candidate items; eliminate one or more candidate items from the set of candidate items to obtain one or more remaining candidate items; rank the one or more remaining candidate items based on one or more associated efficacy scores; and provide one or more recommendation items to the user from the one or more ranked remaining candidate items.