AUTOMATICALLY ADAPTING A USER INTERFACE

A portal server comprises memory, a profile manager, a profile selector, and a profile initiator. The profile manager is configured to manage a plurality of profile records in a profile database. The profile selector is configured to select at least one of the plurality of profile records based on context data collected at a client and context data collected at the portal server. The collected context data corresponds to particular user interaction activity with the portal server. The profile initiator is configured to adapt a user interface based on the profile selected by the profile selector.