For many years, XML specialists have called for a new approach to content conversion, in order to reduce the labor intensive aspects of these tasks. Exegenix will present a new technology that delivers on the promise of automated content conversion. In real time, you will witness the conversion of a series of progressively complex documents. Starting with simple common layouts, proceeding to complex pages, with multiple columns, tables, and graphics, we will show appearance based content being converted into richly structured XML.