Most web applications simply provide the content for the user along with a standard list of links and articles. Wouldn't it be nice to be able to customize this list of links for each user, making it a better user experience? The Azure Custom Decision Service provides contextual decision-making, allowing for a more robust user experience. It does so by converting content into features for Machine Learning. This technology utilizes several other Microsoft Cognitive Services, such as Entity Linking, Text Analytics, Emotion, and Computer Vision for a more personalized and intelligent experience.