Sensory representations are typically thought as neuronal activity patterns that encode physical attributes of the outside world. However, increasing evidence is showing that as animals learned the association between a sensory stimulus and its behavioral relevance, stimulus representation in sensory cortical areas can change. In this seminar I will present recent experiments from our lab showing that the activity in the olfactory piriform cortex (PC) of mice encodes not only odor information, but also non-olfactory variables associated with the behavioral task. By developing an associative olfactory learning task, in which animals learn to associate a particular context with an odor and a reward, we were able to record the activity of multiple neurons as the animal runs in a virtual reality corridor. By analyzing the population activity dynamics using Principal Components Analysis, we find different population trajectories evolving through time that can discriminate aspects of different trial types. By using Generalized Linear Models we further dissected the contribution of different sensory and non-sensory variables to the modulation of PC activity. Interestingly, the experiments show that variables related to both sensory and non-sensory aspects of the task (e.g., odor, context, reward, licking, sniffing rate and running speed) differently modulate PC activity, suggesting that the PC adapt odor processing depending on experience and behavior.