“We’ll build in accessibility”, they say. But what does “built-in” mean in practice? Whether it’s in standards, browser functionality, web platform features or design system components… the reality for users could be anywhere from an enormous opportunity to a huge disappointment. As a developer, you should probably ask questions and manage expectations to really make it work. In this talk, we’ll look at how “built-in” can be effective and how it can help you to remove barriers at scale.