Representative embodiments disclose mechanisms for automatically granting access to information based on a derived trust level. Communications between two users are evaluated to identify commonalities in user characteristics, data characteristics, and context of the communications to establish a trust level from one user to another. This information is utilized to establish a trust model between the two users. In future communications, the trust model is used to determine whether to grant access to information based on the current user characteristics, data characteristics and context. Requests for data are passed through the trust model to grant or deny access. Alternatively, data can be injected into a conversation when the appropriate characteristics are met. In alternative embodiments, security model parameters can be automatically adjusted and access granted or denied based on the security model.