A device may obtain, from a client device associated with a customer and based on the customer joining a rewards program, item data identifying an item, of a plurality of items, placed in a shopping cart and customer data identifying the customer, obtain rewards data identifying rewards associated with the plurality of items, process the item data, the rewards data, and the customer data, with a machine learning model, to identify a reward based on the rewards data associated with the item, verify a completed purchase of the item based on data indicating an intent of the customer to purchase the item and transaction data, provide, to the client device, data identifying the identified reward based on verifying the completed purchase of the item, and retrain the machine learning model based on the identified reward.