Embodiments of this application disclose a data recommendation method performed by a computer device. The data recommendation method includes: obtaining a service object set associated with a target user in a plurality of fields in response to a data recommendation request for the target user in a target field, performing cross-field cross-encoding on the plurality of fields and the service object set to obtain a target field interest feature of the target user in the target field; obtaining to-be-recommended service object features of a plurality of to-be-recommended service objects in the target field; and obtaining a target to-be-recommended service object feature matching with the target field interest feature of the target user from the to-be-recommended service object features, and returning a target to-be-recommended service object corresponding to the target to-be-recommended service object feature to the target user.