In one embodiment, a server receives a request from a first autonomous vehicle for content delivery. In response to the request, a vision analysis is performed on an image obtained from the request to determine three-dimensional (3D) positioning information of the image. A list of content items are identified based on current vehicle information of the first autonomous vehicle in view of a user profile of a user ridding the first autonomous vehicle. A first content item selected from the list of content items is augmented onto the image based on the 3D positioning information of the image, generating an augmented image. The augmented image is transmitted to the first autonomous vehicle, where the augmented image is to be displayed on a display device within the autonomous vehicle in a virtual reality manner.