A system and method is provided for generating a dynamic, user interface that is capable of frequently changing and learning to provide the most relevant information to the user. The method includes executing a plurality of user interface (UI) modules on a computing device. Each UI module is a software component that provides content for display in the user interface. Each UI module determines its own content and its own priority level and bids for user interface space using its determined priority level. A UI controller is executed on the computing device. The UI controller is a software component that receives bids for the UI modules, determines the number of available spots for UI modules in the user interface, and selects UI modules associated with the highest priority for display in the available user interface spots.