Summary Adaptive design is a new paradigm which has already begun to tremendously affect how we build services and applications. As the world has filled with sensors (and will continue to do so), technology has become capable of building a much greater understanding of context. Our understanding of context has expanded beyond time, place, and situation to include human emotional state and individual personality. Our understanding of what can be used as a "sensor" to gather data about this context is expanding from GPS and accelerometers to email accounts interlinked to social networks and credit card data. Some of the Twittering attendees of the conference were irritated that the focus of the talk was not privacy. In fact, Avi made a statement at the beginning of the talk that privacy is a big issue in relation to this topic, but that he was not going to touch upon it today. The tension between convenience and privacy right now seems to be won by convenience most of the time. I'd like to think that this could change, but I don't see any evidence of it. Apps Mentioned Songza Google Now Cover Nest Daily Dress Wattbox Tado Fitbit Walmart Moves Estimote beacons Broadcom indoor positioning chip Sensegon Persona-based advertising People Quoted Mark Weiser—ubiquitous computing Yoram M Kalman--HCI Markers, Use observation of user behavior to diagnose illness or special needs.