Methods, apparatus, systems, and computer-readable media are provided for generating and/or adapting automated assistant content according to a distance of a user relative to an automated assistant interface that renders the automated assistant content. For instance, the automated assistant can provide data for a client device to render. The client device can request additional data when the user relocates closer to, or further from, the client device. In some implementations, a request for additional data can identify a distance between the user and the client device. In this way, the additional data can be generated or selected according to the distance in the request. Other implementations can allow an automated assistant to determine an active user from a group of users in an environment, and determine a distance between the active user and the client device in order that any rendered content can be tailored for the active user.