Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.