Disclosed are methods and apparatus for updating at least one prediction model for use by at least one interactive server. Each interactive server performs a plurality of actions in the context of a plurality of input attributes values of an input dataset wherein the actions are selected based on each prediction model. contextual data are automatically and continually obtained from the interactive server as it performs the plurality of actions. A learning model is automatically and continually updated based on all of the obtained contextual data. An updated prediction model and a prediction of a probability of an outcome using the updated prediction model are generated. A prediction is generated and an action of the plurality of actions based on the prediction is selected. The selection action is performed.