Entanglement is known to boost the efficiency of classical communication. In distributed computation, for instance, exploiting entanglement can reduce the number of communicated bits or increase the probability to obtain a correct answer. Entanglement-assisted classical communication protocols usually consist of two successive rounds: first, a Bell test round, in which the parties measure their local shares of the entangled state, and then a communication round, where they exchange classical messages. Here, we go beyond this standard approach and investigate adaptive uses of entanglement: we allow the receiver to wait for the arrival of the sender's message before measuring their share of the entangled state. We first show that such adaptive protocols improve the success probability in random access codes. Second, we show that once adaptive measurements are used, an entanglement-assisted bit becomes a strictly stronger resource than a qubit in prepare-and-measure scenarios. We briefly discuss the extension of these ideas to scenarios involving quantum communication and we identify resource inequalities.