Disclosed herein is an enhanced device personalization that personalizes a user's experience with a device, e.g., a multi-user device. Rather than personalizing based on the specific user(s) that are using, an active entity, which represents a type of consumption, may be generated and used to make recommendations for personalizing an experience using the device. In a case of a multi-user device, each user's experience is personalized by determining an active entity for the user's experience and without knowledge of which user is using the device.