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Abstract The researchers in the current era provided many new recommendation methodologies. Though various recommendation techniques exist, there is a need to develop a unique technique for capturing latent factors and patterns from sparse and high-dimensional data in pervasive environments, specifically for optimizing dynamic recommendations. This study proposes a hybrid approach for optimizing dynamic recommendations in pervasive environments by combining Non-Negative Matrix Factorization (NMF) with deep learning and reinforcement learning techniques. The goal is to overcome the challenge of capturing latent factors and patterns from sparse and high-dimensional data. By leveraging NMF, meaningful latent factors are extracted, while deep learning, specifically Faster recurrent neural networks (FRNNs), learns complex feature representations. Reinforcement learning algorithms optimize the recommendation policy based on user feedback. This Hybrid Context-Aware Optimized Recommendation (HCOR) approach improves recommendation accuracy and relevance in pervasive environments, adapts to changing contexts, and enhances user experiences. The performance benefits are achieved by effectively capturing latent factors and patterns, resulting in improved accuracy and the ability to provide personalized and context-aware recommendations. The performance indicators to validate the research work include the recommendations' accuracy, relevance, and adaptability in pervasive environments. Additionally, metrics, such as precision, recall, and F1-score, are used to evaluate the effectiveness of the hybrid approach in capturing latent factors and patterns. User feedback and satisfaction are also measured to assess the impact on user experiences. The HCOR approach shows substantial performance gains, measuring a precision of 0.932, a recall of 0.922, and an F1-score of 0.943, which indicates the excellent ability of the approach to deliver accurate and personalized recommendations in a pervasive environment.