Embodiments are directed to identifying entities in content, highlighting the identified entities, and displaying an interactive chat session based on a selected entity. The interactive chat session and the content may be displayed in the same browser window. The interactive chat session may be overlaid on top of the content, inserted inline into the content, or otherwise embedded within the content. The content and the interactive chat session may both remain active in the browser window, enabling a user to conveniently read and chat about the content. The topic of the interactive chat session may be automatically selected from a hierarchical taxonomy of chat session topics, or the user may select the topic from one or more provided taxonomies.