A reward learning system includes a user interface configured to receive modes of user information related to a state of the user. A cognitive computing system includes a reward system. The reward system includes a dynamically upgraded profile model of the user which is updated in accordance with the user information related to the state. The reward system is updated by machine learning employing feedback from user responses measured by the user interface and searched information by the cognitive computing system. The reward system includes an increasing reward protocol based on learned user preferences and responses and rewarded in accordance with user achievements.