Systems and methods for customizing business applications based upon user intent scores is described. A machine learning model trained to specifically predict when a user is likely to engage in a specific activity while interacting with the business application may be trained using data regarding prior interactions between a business application and a plurality of users. The machine learning model may thereafter provide a probability score for a particular user, the probability score indicating the likelihood that the user will engage in the specific activity for which the model has been trained to predict. The probability may be combined with a business value factor to produce a user intent score indicating the relative value of the user engaging in the specific activity. A business application comprising an app executing on a client device, a webpage, an automated menu at a call-in service center, or human operator interacting with the user at a call in the service center may be customized for the particular user based upon the user intent scores.