Methods and systems are disclosed herein for a context assistance system converting a reference in a content item based on context associated with the content item. For example, the context assistance system identifies a first entity referenced in the content item associated with a first context. The context assistance system then determines at least one attribute of the first entity. Next, the context assistance system identifies a second context in which the content item is to be presented. The context assistance system determines the second entity based on the second context and on the at least one attribute of the first entity. The context assistance system replaces reference to the first entity in the content item with reference to the second entity.