A variety of real-time information is collected in real time from a plurality of sources/systems. A current real-time context for activity of a consumer is noted. The real-time information is integrated within the current real-time context and activity of the consumer. In an embodiment, the collected real-time information is crowdsourced from a variety of social media platforms. In an embodiment, the real-time information is integrated as a recommendation made to the consumer for a good or service.