Non-limiting examples of the present disclosure describe proactive action by an intelligent personal assistant application/service to improve functionality of one or more applications. In one example, an intelligent personal assistant service may interface with a messaging application to analyze a message thread within the messaging application. The intelligent personal assistant service may analyze the message thread by evaluating context of message content within the message thread. Analysis of the message thread may occur proactively without requiring an explicit request for assistance from a user of a processing device. In response to the analyzing of the message thread, the intelligent personal assistant service may proactively provide a cue that includes content retrieved by the intelligent personal assistant service. An input may be received to include the cue within the message thread. In response to receiving the input, the cue may be displayed within the message thread. Other examples are also described.