Systems and methods described herein provide for generating behavior profiles for a plurality of end devices associated with an end user; receiving, from the end user, a request for an over-the-air (OTA) update for the plurality of end devices; generating an OTA update campaign plan based on the behavior profiles responsive to the request; providing the OTA update campaign plan to the end user; receiving, from the end user, a modified request for the OTA update; and generating an OTA update campaign schedule responsive to the modified request.