A controller device in communication with service delivery devices of an aircraft in-flight entertainment (IFE) system receives objective information associated with an aircraft comprising the aircraft IFE system. The controller device also receives subjective passenger information associated with a passenger of the aircraft. A service is determined to deliver to the passenger during a flight on the aircraft based on the received objective and subjective passenger information. A service delivery device is identified among the service delivery devices of the aircraft that is associated with a seat assigned to the passenger or determined to be operated by the passenger. The controller controls delivery of the determined service to the identified service delivery device.