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Reference at our academic library, following an interval of protracted decline, recently went through a renaissance period following the evolution of our chat reference service. This change was brought about by a desire to more actively capture today’s digitally native students. Academic libraries have previously sought to increase usage of their reference services by a variety of methods, including physically roving through the library or offering satellite locations. In an attempt to mirror that approach in an online environment, we implemented a proactive chat widget that allowed us to “e-rove” to students throughout our library’s website and catalog. Our previous chat implementation was passive in nature, requiring students to seek out help, often prior to searching. This meant that students would need to seek out the chat button in order to use the service. The redesign of chat reference included a proactive widget that popped-up, getting the users attention and encouraging them to chat with a librarian. The transition to a proactive approach resulted in a staggering increase in the number of chats that occured. This dramatic increase resulted in both positive and negative effects for students and librarians alike. The philosophy of reference at our academic library calls upon librarians to treat each reference interaction as an instructional opportunity. A hallmark of outstanding customer service is the anticipation of patron needs, and actively offering assistance. The increase in chat volume often called into question our ability to provide adequate patron instruction and quality service. Our presentation will discuss the successes and challenges brought on by this change from a passive chat service to a proactive one. We will discuss topics such as: the quality (READ Scale) of chat reference questions that occured during this evolution, how the volume increase impacted librarian responsibilities and how the library reacted to each of these events. In an age where many academic libraries are seeing a decline in reference services, chat reference brings this service to the 21st century at lightning speed. By fine tuning their own chat references services, libraries can make research even more relevant for today’s student.