In one embodiment, a device in a network monitors a plurality of traffic flows in the network. The device extracts a plurality of features from the monitored plurality of traffic flows. The device generates a context model by using deep learning and reinforcement learning on the plurality of features extracted from the monitored traffic flows. The device applies the context model to a particular traffic flow associated with a client, to determine a context for the particular traffic flow. The device personalizes data sent to the client from a remote source based on the determined context.