Methods and apparatus are provided for run-time user control of system-generated content. A user is presented with the system-generated content and can configure one or more rules at run-time. The rules identify one or more automated actions to perform upon the system-generated content when one or more conditions are satisfied. The automated actions are executed upon the system-generated content when the one or more conditions are satisfied. The exemplary automated actions may comprise transform, retrieve, update and alert. The conditions can specify, for example, when to perform the automated actions. Active tags may optionally be attached to or embedded directly in the system-generated content or in a document containing the system-generated content. Tools are optionally provided to allow a user to manage active tags.