Aspects of the present disclosure relate to modularizing and embedding modules across a variety of web applications. More specifically, the present disclosure provides an adaptive UI module to web application servers that adapts its format upon evaluating an environment of the web application and receiving a user request for supplemental information. For example, a single adaptive UI module may be used across a variety of web applications, with a variety of requests for supplemental content from within each web application, to generate multiple, unique formatted UI modules. In this way, a single adaptive UI module may generate formatted UI modules specific to the formatting requirements of each requesting web application, with supplemental content related to each unique user request from within each web application.