Apparatus comprising: a processor; and a memory storing instructions executable by the processor, wherein the processor is configured to: determine, by using a first machine learning algorithm among a plurality of machine learning algorithms, configuration settings for a display apparatus in dependence on one or more first input parameters indicative of one or more conditions that affect a user experience when a user views content reproduced on the display apparatus; predict, by using a second machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm, an expected user response as a result of operating the display apparatus according to the determined configuration settings; search for an updated set of configuration settings that are expected to produce a user response that is closer to an intended result than the predicted user response; and control the display apparatus to operate according to the updated set of configuration settings, wherein the processor is further configured to execute the instructions to obtain the updated set of configuration settings by using a third machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm and the user response predicted by using the second machine learning algorithm. a processor; and a memory storing instructions executable by the processor, wherein the processor is configured to: determine, by using a first machine learning algorithm among a plurality of machine learning algorithms, configuration settings for a display apparatus in dependence on one or more first input parameters indicative of one or more conditions that affect a user experience when a user views content reproduced on the display apparatus; predict, by using a second machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm, an expected user response as a result of operating the display apparatus according to the determined configuration settings; search for an updated set of configuration settings that are expected to produce a user response that is closer to an intended result than the predicted user response; and control the display apparatus to operate according to the updated set of configuration settings, wherein the processor is further configured to execute the instructions to obtain the updated set of configuration settings by using a third machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm and the user response predicted by using the second machine learning algorithm. determine, by using a first machine learning algorithm among a plurality of machine learning algorithms, configuration settings for a display apparatus in dependence on one or more first input parameters indicative of one or more conditions that affect a user experience when a user views content reproduced on the display apparatus; predict, by using a second machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm, an expected user response as a result of operating the display apparatus according to the determined configuration settings; search for an updated set of configuration settings that are expected to produce a user response that is closer to an intended result than the predicted user response; and control the display apparatus to operate according to the updated set of configuration settings, wherein the processor is further configured to execute the instructions to obtain the updated set of configuration settings by using a third machine learning algorithm among the plurality of machine learning algorithms taking as an input the configuration settings determined by using the first machine learning algorithm and the user response predicted by using the second machine learning algorithm.