Content item selection in a digital transaction management platform

A non-transitory computer readable storage medium comprising computer executable instructions that when executed by one or more processors causes the one or more processors to perform operations comprising:

• detecting, by a centralized document system, a first access by a user to the centralized document system, the user having not previously accessed the centralized document system;
• generating, by the centralized document system, a user attribute vector for the user, each user attribute vector entry corresponding to a characteristic of the user;
• generating, by the centralized document system, a content vector associated with each of a plurality of content items, each content vector entry corresponding to a characteristic of the associated content item;
• selecting, by the centralized document system, a first content item of the plurality of content items based on the user attribute vector and the content vectors;
• modifying, by the centralized document system, a user interface displayed to the user to include the first content item;
• identifying, by the centralized document system, an interaction by the user with the first content item;
• detecting, by the centralized document system, a second access by the user to the centralized document system;
• selecting, by the centralized document system, one of a plurality of machine-learned models based on a set of interactions by the user with displayed content items within the centralized document system, the set of interactions including the identified interaction taken by the user with the first content item, each machine-learned model configured to select content items based on user interactions and user characteristics;
• applying, by the centralized document system, the selected machine-learned model to the set of interactions and the user attribute vector to identify a second content item of the plurality of content items;
• and
• modifying, by the centralized document system, the user interface displayed to the user to include the second content item.

A computer system comprising:

• one or more computer processors;
• and
• a non-transitory computer readable storage medium comprising computer executable instructions that when executed by one or more processors causes the one or more processors to perform operations comprising:
• detecting, by a centralized document system, a first access by a user to the centralized document system, the user having not previously accessed the centralized document system;
• generating, by the centralized document system, a user attribute vector for the user, each user attribute vector entry corresponding to a characteristic of the user;
• generating, by the centralized document system, a content vector associated with each of a plurality of content items, each content vector entry corresponding to a characteristic of the associated content item;
• selecting, by the centralized document system, a first content item of the plurality of content items based on the user attribute vector and the content vectors;
• modifying, by the centralized document system, a user interface displayed to the user to include the first content item;
• identifying, by the centralized document system, an interaction by the user with the first content item;
• detecting, by the centralized document system, a second access by the user to the centralized document system;
• selecting, by the centralized document system, one of a plurality of machine-learned models based on a set of interactions by the user with displayed content items within the centralized document system, the set of interactions including the identified interaction taken by the user with the first content item, each machine-learned model configured to select content items based on user interactions and user characteristics;
• applying, by the centralized document system, the selected machine-learned model to the set of interactions and the user attribute vector to identify a second content item of the plurality of content items;
• and
• modifying, by the centralized document system, the user interface displayed to the user to include the second content item.